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.