Answer: When Tony Davidson picks up an award.
At last week's British Television Advertising Awards, Davidson, the creative director at Wieden & Kennedy, was extremely excited about scooping the main award for "impossible dream" and took it upon himself to give props to his homie Sean Thompson for all his good work on the Honda account.
Having bounded on to the stage, Davidson decided dignified silence and a sturdy handshake with the person presenting the award was not enough.
Grabbing the mic as if he were a member of So Solid Crew, he bellowed out: "Sean Thompson, I fucking love you."
As well as the impromptu shout-out, the night saw the continuation of a long-practised and well-loved tradition that always makes everyone in the ad industry feel slightly warmer inside.
As a member of the BACC was asked to go up on stage and present an award, a chorus of what could be described as affectionate boos reverberated around the Great Room of The Dorchester.
However, as Leo Burnett's road safety ad hit the screens, many predicted there would be further jeering in retaliation for the events at last year's BTAA awards show. In 2005, when M&C Saatchi's COI road safety commercial, which shows a young girl killed before she has had a chance to live, was played, one jocular character from the BACC's table shouted: "She had it coming."
As there was no repeat this year, Diary can only assume the supplier of the comment was not invited this time round.
The organisers also adhered to tradition by serving everyone a plate of dry, stale canapes. The tasteless snacks caused much speculation about whether they were worse than in 2005, or were in fact last year's leftovers.