As an act of self-sabotage, it is hard to beat. The now-infamous photograph of would-be PM Boris Johnson and Carrie Symonds, passed to the Press on Monday, was intended to scotch rumours that after their dramatic screaming match the couple had kissed and made up.
Today, not even Boris's staunchest defender could say that it helped.
For the picture – apparently taken in Sussex, in an undisclosed location by an anonymous photographer – has thrown up far more questions than it has answered. And rightly so.
I can reveal that even senior sources in Boris's camp believe the photograph was taken long before the row between Boris and Carrie in her south London flat last week.
The clues are certainly there.
Controversy: This picture of Boris Johnson and Carrie Symonds, apparently taken in Sussex by an anonymous photographer, has thrown up more questions than it has answered
Not only could any casual observer clearly see that Boris's trademark blond mane appeared longer and more unruly than the coiffured new look he has been displaying since the first leadership hustings.
But even more damningly, the photograph bears an uncanny similarity to one released to the Press in similar circumstances (and also with no named photographer) last September.
This too featured Carrie sitting outdoors at a wooden table, surrounded by greenery, although her companion that time was an unnamed female friend.
The photograph was released days after she had been named as 54-year-old Boris's new girlfriend, and a week after his divorce from Marina Wheeler, the mother of four of his children, had been announced.
Whatever the truth of the matter, such is the furore unleashed by the picture, I understand that his campaign is in a state of near-panic. Some of his allies are asking frank questions about the role that Symonds, 31 – a former Tory Party director of publicity – is playing in proceedings.
Despite having no official role, she is apparently helping to steer both the direction and the content of the stuttering Boris campaign, including the release of that ill-judged photograph.
In doing so she is ruffling more experienced Tory feathers. One exasperated Boris supporter complained to me last night: 'You don't have to tell me how many bad decisions she's taking.'
Familiar: The latest photograph bears an uncanny similarity to this photo of Carrie Symonds, released to the press in similar circumstances last September
Boris's campaign had already begun terribly. He had been 'empty-chaired' in a Channel 4 debate, had refused almost all media interviews, was widely said to be lacking much of his usual bonhomie, had been accused by rival Jeremy Hunt of being 'cowardly' and, of course, his domestic row had been splashed all over the newspapers. The photograph was meant to re-establish control.
Needless to say, it failed – and a rethink was required.
It resulted in two rare media appearances for Boris. The first was a lacklustre performance on Monday evening in an interview with BBC political editor Laura Kuenssberg. And then, yesterday morning, Boris was slated to appear for 30 minutes
