Ad of the Day: Made in Chelsea - I'm Ready
Fantastic trail that makes The Drum's opinions editor Cameron Clarke (he's a huge fan of this series) feel like downing tools and watching the advertised programme right now, even though it's the type that makes him a tad queasy. Characters central to the quasi-reality show are depicted limbering up in preparation for the new series... but not in the way you'd expect.
Things begin traditionally enough - a chap talking as he jogs segues to intense declarations of our heroes' (for they are all male) readiness physically, emotionally and mentally for the journey ahead.
Then the fun begins. "I'm ready to say... words"; "I'm ready to endure horribly long, awkward pauses"; "I'm ready to look suspiciously well-tanned." Each increasingly daft pronouncement is delivered with just the right amount of tongue-in-cheek sincerity and accompanied by gazes and actions of equally hilarious earnestness - it's a tour de force of brooding faux-machismo. What makes it all the more impressive is that this is largely the work of just one man, Céin McGillicuddy. Someone give him a medal... or a gong of some description.