Noble megapode and "rostrum" (bill), referring to the extraordinarily large vertical dimension of its bill. Worthy also suggested “Noble Megapode” would be an appropriate vernacular name for the bird. It was described by New Zealand palaeontologist Trevor Worthy in October 1998 from subfossil remains collected by Worthy, G. Udy and S. Mataraba. Sites containing remains include the Udit Tomo cave at Wainibuku, Voli Voli and Delai-ni-qara caves on the island of Viti Levu, as well as on Naigani Island. The holotype is held by the Museum of New Zealand (reg. no: S.037362). In its time it was probably the largest bird in
Creature Comforts things to come in British television advertising. Many commentators believe that there was a fundamental shift in television advertising from the unbridled consumerism and egoism of the 1980s to what is sometimes termed a more "caring" approach in the 1990s. The "Creature Comforts" advertisements are cited as an early example of this phenomenon. The format of the "Creature Comforts" advertisements was so successful that it was replicated in other campaigns in the following decades. In later years, however, members of the public became increasingly conscious of the potential uses of their "vox pop" interviews. This made it difficult to recapture