“I really like how it pretends to be directed at women, but really it’s directed at men because it’s too silly. It’s not serious enough,” says Jamie. Perhaps related to the fact he wears old spice, perhaps not.

I like his resemblance to Peep Show’s Johnson and his cockish stupidity, although this is far less excruciating. It’s a brilliant change from a pouting chick rolling around in taffeta or David Beckham in his pants.