There has been no avoiding Bord Bia's ads and its national campaign to turn us all – for some reason – into hake-eating zombies. Heading he campaign is newly crowned King of the Roses Dáithí Ó Sé. Unfortunately for Dáithí, the ad sells him short, playing the incompetent gombeen card: 'Hake, so simple, even I can cook it!' the ad screams. Even you Dáithí? Even a man can cook hake?

Get us to the nearest fishmongers to stock up on this magical dumbass-proof wonder fish. Must. Eat. Hake. Dáithí would do well to avoid this kind of "ah sure but amn't I only a man sure if I try to make a cup of tea tectonic plates in the earth's lithosphere crack" spiel. That won't work in Tralee when he's trying to put himself across as an adept and professional presenter, not someone prone to bursting into tears of frustration over an inability to open a carton of milk without soaking the kitchen walls. You're better than that Dáithí. Now, pass the hake.