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One of the dullest slogans, I've always thought: memorable only because of endless repetition. Not in the same class as 'Go to work on an egg', 'Naughty but nice', 'An apple a day keeps the doctor away' or, going back a good many years: 'They come as a boon and a blessing to men, the Pickwick, the Owl and the Waverley pen.'

Indeed, Mack - and the 'Pickwick' et al were a theme in a long ago Listener #3431 ..!!

Any nudges on the title?

Each word in the title undergoes a thematic treatment.

I might be in the minority here, but I thought that was a really witty endgame!

I am quite unable to parse clue 13 down although the letters I have suggest an answer. Most grateful for a tip to unwind the word play.

The answer to 13D has to be thematically altered before entry. The original answer is shorter than the final entry, and is an anagram.

Thank you useby. That is quite clever isn't it? While I'm here do you know why the title of last weeks puzzle- it's not involved- was relevant to the theme?

Thanks Bell, enjoyed this puzzle. I found it rather difficult figuring out what was going on but got there in the end. Had I not spotted the slogan around the time I did, I probably would've started to feel rather disgruntled, but as it happened it came at about the right time and was very entertaining. I appreciated the precision which made 36d unambiguous.

Overall enjoyable but tough! Thanks Bell.

Thank you very much jBird54. Am I correct in assuming this is a ??????? type? I hope I am not giving too much away.

Note by Admin - Post amended as pat of the theme is given away.