It turns out that The Sun's 40th birthday TV campaign is a series, so last night we were treated to a new one about how great The Sun headlines are. Or rather were, as there didn't seem to be anything in the advert from since MacKenzie left. Gordon Smart is again stood, blinking awkwardly at the camera, trying to convince us that Sun headlines were something "you'd talk about in the pub later".
Really? The headline?
There's probably only one headline which people were talking about hours later, but for some reason, The Sun doesn't mention its The Truth Hillsborough front page.
Even so, it's a really strange piece of advertising, as it makes a feature of the Freddie Starr Ate My Hamster story while, simultaneously, acknowledging that it wasn't true.
Even odder, Simon Weston is pulled in to remember its famous Falklands-era front page.
No, he goes with Stick It Up Your Junta, rather than Gotcha! Must have been frustrating for The Sun advertising team to realise that the most iconic headline in the paper's history was a nasty, bloodthirsty piece - admittedly written in haste while the newspaper was riven by industrial disputes - which treated war like a video game.
No wonder Gordon Smart looks a man trying to sell a house and hoping nobody notices the nuclear waste dump in the back garden while he does the advert.
Back at the day job, he's got some chilling news about the plans to bring back the original Sugababes:
And PR guru CLAIRE POWELL - who transformed Jordan from a glamour girl into a money-spinning brand - is on board to steer the course to glory.
Couldn't they find someone who knows how to work with people who actually have a bit of talent?
Now Powell, who was tapped up by Mutya's manager, has agreed to help mount a serious challenge to the Babes with the originals - or SuJorbabes, as I'm calling them.
You see? Sujorbabes. That's what we're dealing with.
Robbie Williams losing to JLS in the album charts this weekend isn't all bad for Gordon - after all, he has been working as an outpost of the JLS press office for a few months, and so his story is at least consistent with that. But, oh, fancy having spent a couple of months solidly pushing the Williams comeback - sometimes with a story a day, every day, for days at a stretch - only to see him stagger and run out of steam.
To be fair, though, the JLS album selling for peanuts in Sainsburys and Tesco probably was what really did for Robbie's chances.