Frontman Paul Smith explained to the NME that this song is about the effect of advertisements on the youth today.

It's a funny sounding phrase but it's a serious song - so it's a nice blend of being amused, but [also] I hope people sit up and take notice of it."

Drummer Tom English added: "They [the youth of today] can't express themselves anymore and this is for them."

[1] Smith told Drowned in Sound: "The first line ('The comforting ache of the summer holiday') indicates that queasy feeling of adolescent isolation that I remember experiencing.

The song's ultimate feeling is of escape and I think the music builds to that release after a pulsing, atmospheric beginning.