Deputy Prime Minister Mick Clegg has resorted to You Tube to publicise his new roll of red tape.
"It was unnecessarily tangled and complicated, and I rolled it up very neatly," he says on the video clip that has proved a surprise hit of the summer.
In the brief appearance, filmed in the Downing Street office whilst Cameron was in Canada, Clegg makes a public appeal for excessive red tape, ribbon, wool and string and publicises his new website, Get Knotted.
"What I find especially exciting about this project is that, now we have got the ball unrolling, the thread is totally out of Dave's control. Real yarn is unspun and undyed – and I'm here to untangle it."
Clegg told BBC Breakfast: "I am turning string on its head. The traditional tools of looms, Spinning Jennies etc are bobbins.
"That is the old way of doing things. I am saying that there is simply too much red tape in Britain. If citizens email me in triplicate explaining why they want me to deal with their particular tape, then after their request has passed through the Tape, String and Yarn All Party Subcommittee, I will personally consider their application for participation in our Health and Safety Handling Tape at Work training course."
The Prime Minister's Office confirmed that Mr Cameron was 'delighted' with his Deputy's new roll and the vigour with which he'd approached this 'heavy responsibility' and added, "When he's finished sorting out tape, we'd like him to address the Web - names, housemasters, home postcodes etc. using small, neat stitches."