It's not good enough just to get your ads on TV anymore. Banks Hoggins O'Shea has gone one better and got one of its bright young things on the box. And he's not sitting in on some late night opinion show, talking about the power of advertising.
No, Brian Vacher, Banks' head of interactive, appeared in a weird kind of tracksuit outfit and is getting touched up by a blindfolded Jonathan Ross and David Gower.
And why? Vacher, 27, was on the BBC sports quiz They think it's all over.
He took part in the mystery guest round, where each team has to touch the guests to work out who they are and what sport they are involved in.
Which leads us to the reason for Vacher's appearance. He is the camera flyer for the British women's four-strong formation skydiving team, who are the current world champions. He has also made a stomach-churning 1500 jumps.
All of which could leave the door open for copycat antics. Will an adman be the next ITV Millionaire? Vacher certainly enjoyed five seconds of fame, but being the only man on the all-female team he could be charged with giving the game away. How? With his one unique piece of apparatus, out of bounds to the women on the team. His camera.