Launching its new-look ads, which say goodbye to the athletic "got your number" shrieking twins, The Number 118 118 was expecting a civilised affair with only the larger-than-life moustachioed pair to liven up the proceedings.
What they didn't bargain for was its recent bete-noire, David Bedford, turning up to try to get a piece of the action.
Parading with some like-minded cronies handing out "protest" leaflets and thrusting placards at innocent passers-by, Bedford launched his own little campaign: "The Original and the Best."
He claims that the BT 118 500 service is, much like himself, the original and the best.
It all got a bit suffragette-like when the former athlete took to lying in front of the 118 pair's "Bug Car", preventing it from getting to the launch. Some WCRS "heavies" stood by, but only put their foot down at his half-hearted attempt to get into the screening area.
The protest hardly took off, however, and after 30 minutes of trundling about outside, a rather deflated Bedford disappeared.
Perhaps what really got his goat was that in the campaign's development the runners are no more and their replacements are streets apart from his image. Wonder if Rebekah Wade's going to find any 70s yellow boiler-suit-wearing detectives spoiling for a fight?