Diary: Now it's Waters who serves up a sitcom

Forgive the cliche, but it does seem that creatives-turned-TV-sitcom writers are like buses. You wait for ages for one to turn up and then two come along at once.

No sooner does Diary bring you news of the imminent arrival on BBC2 of The Scum Also Rises, an adland-based comedy series by the former HHCL & Partners and TBWA creative Jonathan Thake, than we hear that Dave Waters is hard on his heels.

The DFGW founding partner and former Freud executive creative director has penned a series called Non-Celebrity Chef, which has been bought by the Beeb and could soon be airing.

A satire on the cult of the celebrity chef, the series will star the comedian Phil Jupitus as a chef in an Essex restaurant who yearns for culinary fame and fortune but gets thwarted at every turn.

He tries peppering his conversation with expletives a la Gordon Ramsay and even follows Hugh Fearnley-Whittingstall's example of personally slaughtering his fresh meat. All to no avail.

Waters says he got the inspiration for the series from his ex-Army chef brother Alastair, who used to run his own restaurant at Frinton-on-Sea. Not that Alastair is anything like Jupitus' hapless character, he hastens to add.

Waters, who founded Watermill, a creative content consultancy, with the production company veteran Bertie Miller, doesn't want to make a meal of it but reckons he's cooked up something pretty tasty. "Besides, I've reached a stage of my life where I just want to do things I like." Now we'll just have to wait for the proof of the pudding.