Charles Whitehead was creative director of an advertising agency for twenty years before gaining his PhD in social anthropology at University College London. He teaches anthropology to cognitive science students at the University of Westminster, and is currently involved in brain imaging research on pretend play at the Wellcome Department of Imaging Neuroscience. His research interests include self-consciousness, social display, and the evolution of the human brain. A central aim is to bridge the extraordinary conceptual gulfs dividing the various disciplines that attempt to understand human thought, behaviour, and consciousness.