Harris was asked to participate in a feature excitingly titled ‘Can you open my pot of jam?’. Despite his reservations he obliged yet in the ultimate act of self-sacrifice, it emerged that he, a mere mortal COULD NOT OPEN THE JAM. Three times.

Of course, I wouldn’t be writing about this unimportant incident had the emasculated Harris not told the world about his experience via, what else, but Twitter. In a series of bewildering yet entertaining updates, he recounted the sorry tale.

“Who do they expect to watch this jam-unopening?” he wrote. “Is this what it’s come to? Is this my life? It’s not the embarrassment of not opening the jam, I have come to terms with my lack of upper body strength. It’s the overwhelming sadness I feel that somebody who makes TV thinks this is an acceptable and entertaining feature.It’s not. It’s shite.”

In a wonderfully satirical move, Harris then decided to take Jamgate head-on by producing his own Youtube series called JamTV to highlight just how silly the whole affair is. The only thing is, in an inane yet discerning way – it’s rather hilarious. With an Adam and Joe-esque theme song and the episodes showing Goldie and Katy Perry (see below) perplexingly opening a jar of jam, Harris has made Jamgate into a cathartic and genuinely funny experience. Just in time to promote his new single ‘Ready for the Weekend’. See? There’s no such thing as bad promo.