In his bid to become the new prime minister, Jeremy Hunt has so far opted for the low-key humiliation of carefully planned stunts like drinking an Irn Bru in Scotland or posting candid snaps of himself presumably playing Airport Tycoon on a laptop at Heathrow in support of a new runway.
Just heading to Scotland for day 3 of campaign. Scotland wants a third runway for Heathrow and so do I! #Scotland… https://t.co/XxyUdRg9Aw
Little did he realise, the perfect strategy was there all along.
In the spirit of dodgy self-help mantras and aspirational Disney films, the foreign secretary decided to turn a weakness into a strength… Or in other words, Mr Hunt was just refreshingly self-deprecating.
After rival Boris Johnson refused to appear in a televised debate on Sky News, Mr Hunt took to Twitter to answer the public’s questions, using the hashtag #BoJoNoShow.
I was hoping to be in a head-to-head debate on Sky tonight but BoJo no showed. Thank you for all you questions toda… https://t.co/gw1Spgxt9s
After throwing a bit of a tantrum earlier in the campaign, when the BBC's Victoria Derbyshire became the latest commentator to mispronounce his name, Mr Hunt clearly decided to opt for a new approach... and it was disarmingly effective.
I think they're all Jeremy Hunts #BoJoNoShow https://t.co/LAuO9rpT6s