I think a lot of people who've reviewed this film are being a tad too serious in their references to product placement in the movie - they've completely missed the point that this was part of the joke. Also, the unnecessary move to violence, as per one review - this was necessary as the main message of the movie is, acting like an idiot shunning your responsibilities leads to trouble. It was such a great parody of Kidulthood and Adulthood - a great debut from Adam Deacon, as Director, who understands that these characters are not people to live up to. Let's hope for the sake of British film making and comedy that everyone ignores the opinions of the pretentious reviewers and pays to watch the movie!! Ashley Walters is fabulous as a crack-up junkie and all the characters are well scripted. This was kind-off like an Ealing Comedy with bad language and violence. I hope we have more of these to come Mr Deacon - absolutely loved it, and so did everyone else at the cinema viewing I went to, who seemed to recognise these 'big-up' characters from their own group of friends or neighbourhoods.