A BBC presenter has been hailed as a hero for his rather lacklustre reporting of the World Dog Surfing Championships.
Simon McCoy became the toast of Twitter with his unenthusiastic reading to camera of what happened at the animal event in California.
During the short segment on the BBC News channel, Mr McCoy huffed and sighed his way into internet viral history, clearly thinking that reporting on surfing dogs was beneath him.
Delivering his report in a tone as flat as any doggy’s surfboard, Mr McCoy captured the hearts of many viewers who were clearly fed up with a less serious summer news agenda.
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Mr McCoy’s deadpan delivery was the highlight of many BBC News viewers’ Monday afternoon.
He opened the segment on the World Dog Surfing Championships with the message: ‘Now, you’re watching BBC News, just bear in mind it is August.’
He then laboured through a series of dog-related puns, each one making him grimace slightly more than the last.
‘This does not look like a walk in the park,’ he said with a sigh.
‘Dog owners and their pets in California have hit the waves in the second annual World Dog Surfing Championships.’
He then added, with an obvious lack of enthusiasm: ‘Here are the pictures.’
Mr McCoy continued, after a large sigh: ‘The competitors’ challenge is to stay afloat on the board.
‘This is in Pacifica near San Francisco but there are also prizes for the best dressed and tandem surfing dogs… the winner of course being crowned top dog.’
When the camera came back to Mr McCoy in the studio, he finished off the report with a large dollop of sarcasm.
‘That’s a shame; we’ve run out of pictures,’ he said.
The clip was hailed on social media, with BBC Chris Gray tweeting it alongside the caption: ‘@BBCSimonMcCoy providing all the enthusiasm this story about surfing dogs deserves.’
One viewer commented: ‘This has absolutely made my day.’
Another said: ‘What a legend, give this man a knighthood.’