The art director Steve Wakelam was so bowled over by the new love of his life, the Stark Films producer Sam Rice, that he arranged to have her plastered all over the nation's billboards as part of a new poster campaign for the agency's Tetley client.
For those not in the know, the campaign is based on those situations where a cup of tea might be in order, and one of those scenarios is being dumped. The ad shows a girly bedside table strewn with tissues and one of those photo mugs with a picture of a bikini-clad Rice being cuddled by a chap.
But the snap, taken in sun-drenched Cannes this year showed the fellow in question to be a defiantly scrubbed out Wakelam.
While some might have seen the ad as a chance to project themselves on to an unsuspecting public, it seems our hero's art director credentials won, and he was prepared to sacrifice his own fame for the sake of making his ad, well, look nicer.