So thought Andrew Mitchell, Mitchell Patterson Grime Mitchell's managing partner, who decided to call upon the company of his old Publicis mucker Derek Ralston to scour the ocean's seas.
Quite why Ralston wanted to go on another action holiday with Mitchell after his "friend once nearly killed him shoving him on to a red ski run unprepared is unclear.
Still, upon arriving the two donned their scuba gear and dived to 30 metres. Next thing Ralston, on his virgin voyage, looked up to find himself face-to-face with a tiger shark, four-and-a-half metres in length, which was fixing him, rather unnervingly, with a cold glare.
"The tiger shark is a total scavenger, a venomous beast that skulks in harbours. It'll eat anything, Mitchell, who clearly models himself on the reptile-wrestling Steve Irwin, jabbers.
From a distance of only three metres, Ralston must have got an uncomfortably good look at said beast, which hadn't been sighted in the area for 20 years. Luckily, it then turned leisurely on its fin before disappearing into the gloomy depths.
"It didn't frighten me at all, Ralston says breezily. "I've been in the business for 20 years and I've seen far more dangerous sharks than than tiger one, I'll tell you."