German ambassador Wolfgang Ischinger (left) is keen to ensure that practically neolithic attitudes towards Germans are reassessed, in light of the impending World Cup.

Inspired by the way in which Australia used the Sydney Olympics to promote their image, Mr Ischinger is keen to ensure that the tournament will have a similar effect for the Germans. He sees the World Cup as "the perfect opportunity" to present his nation as "a vibrant country of the 21st century".

Even for those who don't hold the ludicrous preconceptions of Germans based on a conflict that ended over 60 years ago, the instigators of which being all long-dead, many still perceive that what Germans lack in a sense of humour, they make up for in almost robotic authoratarianism. The ambassador hopes that this will soon change.

"No country likes to see itself presented in such a negative way," said Ischinger. "It's going to be my mission, this embassy's mission, to do our best to change that and show a different image of Germany.

"Millions of British people will be watching the games in Germany, so the tournament gives us the perfect opportunity to present a new image of our country. This is the year for us to show that the clichés and stereotypes of the old days are no longer relevant."

In order to shake this stuffy image, the embassy even called on John Cleese to endorse their 'But Don't Mention The War' essay competition, which was open for students who wished to submit their accounts of what modern-day Germany meant to them. This competition has now closed, and the winners will be announced early in May.

Cleese himself has said: "I'm delighted to help with trying to break down the ridiculous anti-German prejudices of the tabloids and clowns like Basil Fawlty, who are pathetically stuck in a world view that's more than half a century out of date".

But how far are we going to get in overcoming prejudice without tabloid co-operation ? Certain UK newspapers are still often peppered with regular war references and thinly-veiled anti-German sentiment. Thanks in no small part to these organs, the Second World War has become something of a national embarrassment - for Britons. Not only does this give Britain an image of a nation who just won't let it lie; but presents a very real problem for Germans on our shores, old and young alike, who are taunted and bullied with sentiments many decades beyond their sell-by date.

Here at pembrokeshiretv.com, we wish Mr Ischinger every success in attaining his goal. One can only hope he's not thwarted by certain camps' tendencies to draw on offside attitudes in order to play dirty.