Thank goodness for Telecom chief executive Paul Reynolds.
Now he is wowing us with his fly-fishing ability in the Greenstone Valley he's convinced me that in the unlikely event I take up the noble pastime I will never set foot in that area.
For those of you lucky enough to be blissfully ignorant of this PR masterpiece, the television ad is trying to convince people the previously troubled XT network is now the next best thing to fly fishing.
In it Paul, looking rugged, handsome and outdoorsy in his fishing gear (but in case we go inappropriately weak at the knees, also prominently displaying his wedding ring) admires our "give-it-another-go" mentality in his sexy Scottish accent.
In the middle of this, his cellphone rings, and he leads us to believe it's not working, saying the b word which was ruled acceptable in blokey advertising some time back.
Of course funster Paul is just kidding.
We leave him happily chatting to someone on his phone.
Is the man mad? I always thought much of the attraction of trout fishing was the getting-away-from-it-all experience.
Further, is gabbling away unnecessarily on a phone conducive to catching fish? I doubt it.
If I were a fisher, I know I would be attracted to the network with the least coverage in remote places.
Far be it from me to suggest that advertisements ever perpetuate stereotypes, but perhaps Telecom might also have considered that the stereotypical fisher is known for exaggeration (easily confused with downright lying) and perhaps not a good choice for instilling confidence.
And did Paul trek in for his fishing trip or get gently lowered by helicopter? Unhappy customers might find the latter a bit rich.
The telecommunications giant (feel the cliche and do it anyway) has struggled with its advertising on XT.
Remember those newspaper ads back in April which had various selections of staff and Paul grinning relentlessly at the camera to say thanks to their long-suffering customers.
Their slightly desperate expressions and the presence of ID tags round their necks made them look more like they'd been rounded up for a firing squad, or were captives somewhere.
I could picture disgruntled XT subscribers pinning the ads up on the wall and throwing darts at them, just for therapeutic purposes, you understand.
To be fair, I am renowned for my ability to find many television advertisements incomprehensible and irritating.
The irritation factor of a beer advertisement which has been screening in recent months drove me to advise the makers of the product that as an occasional buyer I would now be going out of my way to avoid it.
It's that one where young women shriek at the sight of a walk-in wardrobe and equally half-witted young men scream at finding a walk-in fridge full of the advertiser's beer.
I cannot understand why anyone over the age of 14 would want to buy a beer associated with such idiots.
I was having email difficulties at the time and didn't hear back from the firm concerned.
I expect its response would have said the ad is not aimed at young people, it does not focus on drinking (beer in fridges is always just there for aesthetic purposes, I guess) is meant to be a bit of fun and perhaps you are just an old fuddy duddy.
Yeah, right.
It is pertinent that the Law Commission's report Alcohol in Our Lives: Curbing the Harm says no single issue galvanised the public more than alcohol advertising and sponsorship.
An earlier suggestion from the commission that the system of self-regulation under the Advertising Standards Authority should be largely left alone was strongly criticised.
(Last year, of the 78 alcohol related complaints received by the authority, more than half of them were deemed to have no grounds to proceed, with 16 upheld and 18 rejected.)Of the 2281 submitters who made their views known to the commission on this issue, 86% supported banning or restricting all advertising of alcohol in all media.
Whether the Government will have the gumption to go with the commission's recommendations for a staged approach to change in this area remains to be seen.
In the meantime we will have to put up with big booze pushing the limits of the existing laws by using humour which is not always in the best possible taste.
Perhaps Telecom could try harder in the humour stakes. How about another ad featuring Paul fishing but, this time when his cellphone rings, Bob Jones could arise eerily from the deep in his thigh waders and bop him on the nose for being inconsiderate.
Paul, who admires Kiwis' fearlessness - "that almost mad give it a go mindset" - should love it.
So would I, but somehow I reckon the Advertising Standards Authority might think it's not OK.
Elspeth McLean is a Dunedin writer.
