Daithí O Sé from RTE’s Today show came for a dip in Myrtleville this morning. His Sherpa for the adventure was our own Benard (yes, that Bernard – Bernard Bernard, like) but an issue was noted before filming commenced. Bernard was wearing a hat from his English Channel swim with a prominent logo of a business with which he is associated (Centra, like, as ye all know). No free advertising, says the RTE lady. No bother, says Bernie, and off comes the hat. No need for any hassle. Don’t want to ruin the beautiful morning.

Then along comes Jim. No way he was missing out on free advertising for his new venture. N.F.W. Into the picture struts Jim – click, click: priceless. He was saying orders were slow on the phone line. This will boost things no end. 1800-JIMBUOYS.