You're probably seeing Ed Balls all over the internet today, and there's very good reason - it's the fifth anniversary of the time the former Labour MP tweeted his own name and caused a social media storm.
In keeping with this time honoured tradition, here's a few slightly disconcerting pictures of Ed Balls you may have not seen before...
Russias President Vladimir Putin works out at a gym at the Bocharov Ruchei state residence in Sochi on August 30, 2015. AFP PHOTO / RIA NOVOSTI / MIKHAIL KLIMENTYEV (Photo credit should read MIKHAIL KLIMENTYEV/AFP/Getty Images)
LONDON, UNITED KINGDOM - 2015: In this Handout image released by Buckingham Palace on April 20, 2016, (L-R) Prince Charles, Prince of Wales, Queen Elizabeth II, Prince George and Prince William, Duke of Cambridge pose during a Royal Mail photoshoot for a stamp sheet to mark the 90th birthday of Queen Elizabeth II in the White Drawing Room at Buckingham Palace in the summer of 2015 in London, England. (Photo by Ranald Mackechnie/Royal Mail/Getty Images)
LONDON, UNITED KINGDOM - AUGUST 01: Mayor of London Boris Johnson after he gets stuck on a zip-line during BT London Live in Victoria Park on August 01, 2012 in London, England.
London Mayor Boris Johnson has proved he is ready to put his body on the line for a successful 2012 Olympics - but he might have gone too far in his latest stunt after getting stuck on a zip-line in Victoria Park. Mr Johnson was a guest at a BT London Live event at the east London park, where visitors can watch the Games action on a big screen or try their hand at a range of Olympic sports. But the mayor quickly became a major talking point on Twitter after pictures taken by people at the park surfaced of him dangling awkwardly from the wire, while brandishing a couple of Union flags. Several pictures showed Mr Johnson hanging from a harness wearing a blue helmet while waving the flags, although it is uncertain whether he was intending to stop where he did - or if it was a true zip-line malfunction. Earlier this week a poll of Conservative voters suggested the mayor was their top choice to succeed David Cameron as prime minister. He has so far enjoyed a high-profile Games, kicked off by addressing 60,000 people in Hyde Park on the day of the opening ceremony by taunting Republican presidential nominee Mitt Romney over his comments apparently doubting London's readiness to host.
PHOTOGRAPH BY Barcroft Media
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Republican presidential candidate Donald Trump speaks during a campaign rally in Bridgeport, Conn., Saturday, April 23, 2016. (AP Photo/Michael Dwyer)
LONDON, ENGLAND - APRIL 27: In this handout provided by adidas, Creative Director Stella McCartney joins Team GB and ParalympicsGB athletes to unveil the new adidas and Stella McCartney Team GB kit for Rio 2016 (L to R) Tom Mitchell, Jessica Ennis-Hill, Stella McCartney, Tom Daley, Olivia Breen at Seymour Leisure Centre on April 27, 2016 in London, England. (Photo by Ben Duffy/adidas via Getty Images)
The legend behind Ed Balls day is steeped in mystery, but the story goes that Ed was shopping for a 12-hour pulled pork when he accidentally tweeted his name instead of searching for it while looking for a story written about him.
The tweet went viral and, before long, it became part of British culture.
Happy Ed Balls Day, one and all.