But Tom Morton, a planning partner at TBWA\London, may well be wishing more than most that the ground would open up and swallow him after he accidentally revealed to his entire agency how he likes to spend his weekends.
The e-mail read: "Guys. Are you all still on for the next re-enactment? We are at Berkeley Castle, same field as last time. I'm doing the Cavalier thing, who is with me? Can't wait."
For those who are a bit confused, let Diary attempt to explain. Morton, it appears, is a bit of a closet tunic-and-tights man. As a member of The Sealed Knot - a historical re-enactment organisation - he loves to spend his weekends re-styling himself as Cavalier or Roundhead, trundling off to a remote field and re-enacting battles from the English Civil War of the 17th Century.
And unfortunately for Morton, they're an unforgiving lot over at TBWA\London. The studio pounced at lightning speed on this golden nugget of information and created some, er, real masterpieces. But Morton fails to emulate the Laughing Cavalier.
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