I was happily streaming Loot Season 3 a few months ago (yes, I do indulge in laughing at the show’s interpretation of ridiculous wealth), and Melinda Gates popped up in a cameo – as herself – for just 30 seconds.

This was one of the best 30-second PR moves ever seen – surely?

Gates is currently on a mission to persuade the super elite to part with all their cash before they die and hand it over to good causes. That is the premise of Loot, where the protagonist Molly gets divorced and starts to rid herself of her wealth, encountering both laudation and (some) vilification (from fellow billionaires) in the process.

By agreeing to a cameo, Gates aligns herself with comedy, self-awareness, and leaning into her freedom post-divorce, which makes her look pretty good fun. It’s been something I think about now and again because it is inspiring – how you can do a seemingly tiny thing – BUT it turns out to be pretty big.

It is kinda how great PR works – some of the smallest manoeuvres can yield some of thegreatest results, but you have to be open to it and prepared to say yes.