When is a celebrity endorsement not an endorsement?

Far stranger than insurance impersonator More Than Freeman is the current Colman’s effort. It channels the spirit of Boris Johnson through a distinctly creepy bovine creation, presumably on the tenuous grounds that he’s British and talks bullocks.

From the floppy blond fringe to the pervading sense he’s about to say something racist, there’s no doubt it’s Johnson whose unique brand of charisma Colman’s is looking to capture.

It’s puzzling. After all, you might trust him with the Olympics, but you certainly wouldn’t with your wife.

Perhaps if BoJo loses the looming mayoral election in May, Colman’s will switch to a Kuddly Ken Livingstone impersonator disguised as a newt.