What a difference a week makes.
And nobody will testify to that more than Lee Robinson.
Within the space of a few days, Lee went from being a pub landlord to having his face - or should that be torso - splashed across Britain's tabloids.
The reason? A viral picture of the topless Toon fan which saw him compared to The Chase star Anne Hegerty.
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But for a man who loves getting his beer belly out, he was anything but embarrassed.
"I've loved every second of this," laughed the 43-year-old.
"It has been very surreal though and VERY different to what I'm used to."
For six years, Lee's name has been above the door of The Phoenix Tap, in Whitley Bay.
But after 'The Governess' denied being Lee in a hilarious Tweet, he's become a bit of a cult hero on Tyneside.
"I was at the Southampton match on Saturday and I lost count of the number of selfies people were asking for," claims Lee, a season ticket holder for 39 years.
But for those who know the footy mad landlord, Lee's topless antics are nothing new.
"It is something that I've always done - I even do it in the pub when Newcastle score!" he admits.
But they say all publicity is good publicity - and canny Lee has been capitalising on his 15 minutes of fame.
And he and Anne could be set to finally cross paths in real life, after Lee laid down a quiz challenge at his boozer - and the 'I'm a Celebrity' star seemingly accepted.
"Bearing in mind I’m in panto in Middlesbrough at Christmas – contact my agent!," tweeted the 60-year-old brainbox.
However, it may not be much of a contest.
"But if I get one on football that is probably the one I can beat her, as she's not great on sport."
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And it is sport - specifically his beloved Magpies - that is Lee's love - and one which has given him a week he will never forget.
As well as a pretty funny new nickname.
"They are calling me Lee-Anne now, but I'd rather be called that than some of the other names you can get in a pub," jokes Lee.
"(Former Newcastle United star) Joe Allon, who does some of the talk-ins at the pub, has also been giving me a few sly digs, but that's just Joe being Joe.
"But it has been great fun - the weirdest moment was going on BBC Radio Newcastle and a horse walked into the studio - I never ever thought I'd see a horse walk into the studio.
"But everyone keeps saying this will all fizzle out in a couple of days and be forgotten about, but it is still going strong over a week later and I'm loving every minute."
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