Or maybe he isn’t – after all, #LordSugarbook has been trending on Twitter throughout the day, so he’s certainly kickstarted the publicity train, and all for free.
However, we’ve all witnessed the carnage and tomfoolery that can come from public figures attempting to discuss serious matters on social media.
A classic that recently celebrated its one-year anniversary is Dave calls – a mockery of prime minister David Cameron attempting to look authoritative and sincere during a phone conversation with Barack Obama regarding the Ukraine.
His best powerful leadership pose was immediately made redundant, as Cameron seemingly took a selfie to capture the shot or demanded a member of staff took the snap to immortalise the moment with the president.
I’ve been speaking to @BarackObama about the situation in Ukraine. We are united in condemnation of Russia’s actions. pic.twitter.com/7Rk2k8iOIK — David Cameron (@David_Cameron) March 5, 2014
More recently, Boris Johnson conducted an #AskBoris session on Twitter, which resulted in the mayor of London being asked questions about the state of his hair and Disney movie Frozen.
Read more surreal business:
- London brokerage firm challenges new recruit to eat McDonald’s until he vomits
- If Carlsberg did billboards, they’d dispense free beer – Oh wait, they have
- Green Party’s take on a coalition boy band could be strangest and funniest broadcast this year
So what about Sugar? Well, he’s a prolific tweeter having sent more than 32,000 and counts 4.1m people as followers. Today alone he’s directed tweets at Paris Hilton, Piers Morgan and Richard Branson.
As such, he and his team likely knew what the outcome of the #LordSugarbook campaign would be – though that doesn’t make the responses any less entertaining.
We’ve rounded up the best ones for your enjoyment below:
@Lord_Sugar ‘Searching for Sugar’s man: the hunt for someone who knows their arse from their elbow’ — Chris Sloley (@chris_sloley) April 15, 2015
.@Lord_Sugar Sweet as Shit. — pre-beef (@shoutsatcows) April 15, 2015
@Lord_Sugar Ten Years of a Total Tosser on TV #lordsugarbook — Ed Warren (@edforever) April 15, 2015
@Lord_Sugar #LordSugarbook. Surely the title has to be ‘Sugar Daddy’ — Paul Bailey (@paulmarkbailey) April 15, 2015
.@Lord_Sugar How about “You can’t get fired at an interview – the whole premise is fucked. Also I’m terrible at presenting” #LordSugarbook — Adam Kay (@amateuradam) April 15, 2015Apparently discontent with the suggestions from the British public, Sugar reached out to Morgan.
Piersy have you got any ideas for the name of my new book? Don’t be abusive ! @piersmorgan pic.twitter.com/gdRG4ntEb6 — Lord Sugar (@Lord_Sugar) April 15, 2015
Try: ‘PIERS MORGAN: MY AMAZING SUCCESS STORY’ – you’ll sell more. https://t.co/uCdRBPYQTE — Piers Morgan (@piersmorgan) April 15, 2015
No my book is non fiction https://t.co/wfChS913KW — Lord Sugar (@Lord_Sugar) April 15, 2015Radio 1 presenter Greg James proceeded to jump on the bandwagon and offered Sugar his best pitch.
Anyway, @Lord_Sugar…the three best were…’I Am What I Amstrad’, ‘Lump Head’ and ‘Fingering Apprentices’ #LordSugarBook — Greg James (@gregjames) April 15, 2015
Oh and ‘Sugar Tits’ #LordSugarBook @Lord_Sugar — Greg James (@gregjames) April 15, 2015Meanwhile, the suggestions – or abuse – continued to flood in from the public.
Lord Sugar is writing a book full of his wit and wisdom. He hasn’t announced what he’s doing in the afternoon.#lordsugarbook — paul bassett davies (@thewritertype) April 15, 2015
Face Like A Baffled Lion. #lordsugarbook — Gary Bainbridge (@Gary_Bainbridge) April 15, 2015
‘Asking Twitter to name my new book and other stupid mistakes I’ve made in life’#lordsugarbook https://t.co/1qw33oYUmp — Amanda (@Pandamoanimum) April 15, 2015
’10 years inside your box’ @Lord_Sugar ? #LordSugarBook — Joshua Joseph Baines (@srokowskijosh) April 15, 2015The campaign continues – get your suggestion in before 21 April. By Zen Terrelonge
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