See? There it is. Since it's written in Icelandic, he's not too sure what it says. According to an online high quality Icelandic to English translator, it's apparently something about "sitting army to subsidence perhaps."
That's right. No ice cream, pies, pasta, smoothies, pancakes, pizza, bread, butter, yoghurt, etc etc. All the good stuff, basically.
It was for a chain selling electrical appliances, and the ad was for a fridge which was for 'the lowest price in Yorkshire'. Inspired by his own words, he bought the fridge in question, only to find it much cheaper at another shop. After complaining to the Advertising Standards Authority, the ad was withdrawn. The agency he worked for weren't best pleased. He left soon after.
The year was 1981. The song chosen was Making Your Mind Up by Buck's Fizz, one of the UK's all-time Eurovision greats, which went on to win and sell over 4 million copies. Dave didn't vote for it, reasoning that it "wasn't particularly commercial."
The June 26, 2006 edition had, for some reason, an extract from e-luv on the cover. Dave bought 12 copies.
To the Russians, it is known as My Girlfriend Lives In the Network. To you, it is known as the Russian language translation of e-luv. His wife does not like the cover.