Formula 1 supremo Bernie Ecclestone has proved the trauma of his recent mugging has not affected his sense of humour, or commercial nous, after making light of the incident in a new shock advert for watch brand Hublot.
Ecclestone suffered a head injury after being kicked and punched in the attack outside his London offices last month - with the assailants getting away with around £200,000 worth of jewellery.
But rather than hide away about the extent of his injuries, Ecclestone has used the incident to front a new ad campaign for Hublot - which is an official watch partner of F1.
In adverts that are due to appear in the Financial Times and the International Herald Tribune later this week, Ecclestone adorns the advert with a face shot of his injuries - under which is written: "See what people will do for a Hublot."
Ecclestone returned to work the day after the attack, brandishing a heavily bruised right eye.