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I was on a flight a while back and there was an ad in the business magazine. It was for Gucci (I think) luggage. The premise of the ad was that bono and Ali (his wife) only use Gucci luggage while in Africa on their humanitarian jaunts. It was the oddest concept for an ad.
Keith Richards (seriously) did a similar ad of him in a hotel room with a LV luggage set and a black 60's 355. To be fair, that looked quite good, but there was more leather in his face than the bags.
I believe Bonio calls him simply "Edge".
A bit like Sting - it probably all seemed like a very good idea when they were young.