Let me take you by the hand . . .

. . . and lead you through the streets of Cairo. Or over its bridges, this one being '15th of May' connecting Agouza to Zamalek. This poor old chap will not experience whatever it is that some of his compatriots will experience by purchasing one of the fully-serviced luxury apartments beside the sea, launched here on the billboards aimed at the rich but which bombard the humble Cairene with messages about what they have not got. The boards cantilever out from massive, metal stanchions high above the filthy, broken tarmac that awaits to turn the ankle of Egypt's Everyman below. True multi-layered messaging.