Spiel at the wheel? You must’ve had that adman in the front of your cab

They have been the sages of the city, capable of solving the most intractable political problems and the selection difficulties of the England football manager in 20 minutes of conversation - all while negotiating rush-hour traffic on the Kings Road.

Now London’s famously talkative black cab drivers are offering more than simple solutions to the great questions of our time: they may also be trying to sell you something.

Adrian Torlini, 41, from Aylesbury, Buckinghamshire, has been a cab driver for nine years, and feels able to talk about any subject. Lately, however, he has persistently informed his passengers of the delights of Bangkok.



“It’s not all ping-pong shows you know,” he says, as he manoeuvres up the Old Kent Road. “There’s the floating market, the tiger temple – the temples are out of this world. The food’s fantastic.”

This part of Mr Torlini’s repertoire has been paid for out of the marketing budget of the Tourism Authority of Thailand. He would quibble with the idea that his conversation has been bought for advertising. “It’s not like I’m paid anything for doing it,” he says. Instead he was flown out to Bangkok for five days, all expenses paid.

Mr Torlini is an “ambassador driver” for Taxi Promotions UK. It is now launching a new service: Womad (Word of Mouth Advertising) Taxis, and Asher Moses, the managing director, believes that all kinds of products could eventually find a slot in the discourses of his drivers. “Holidays is always going to be a favourite,” he said. “Now we are looking to spread to airlines too. Any kind of exhibition will work.” He admits that insurance and banking are harder sells, although products such as online poker are easy to sell as so many of his drivers are avid players.