Mark Hatfield, the Bartle Bogle Hegarty creative who came up with the "Upgrade to BA" line, must have been thinking just this when sat in Miami Airport in a wheelchair with a broken leg waiting to board a British Airways flight back to England.
Despite his obviously painful and debilitating injury, the plucky young lad still managed to force himself to join his workmates on the agency's super-swanky soiree in Miami, and even helped his paymasters by agreeing to fly economy on the journey.
However, on waiting for the return flight he realised that there were some open seats in business class and made the assumption that he would probably be able to get his seat upgraded, given that he was without the use of his legs and technically worked for the airline.
Wrong. The staff apparently couldn't have been less helpful and, despite him having a key role in the company's entire advertising strategy, he was still shepherded, wheelchair, cast and all, into the economy section to sit with the rest of the agency.