Within hours of telling Jeremy Corbyn to "put on a proper suit" and "do up your tie", David Cameron strode into a Tory referendum campaign rally… minus his jacket and tie.
"I have to say, as you can see, I have tonight ignored my mother's own advice," he told a cheering crowd of MPs, peers and activists as he launched the pro-EU campaign group Conservatives In.
In a short but passionate speech, here was the Prime Minister picking up where he left off last May: campaigning at full throttle as if his life depended on the outcome.
And it does, of course - his political life, that is.
Just like last year's General Election, if he loses the referendum he's finished - and he'll be out of Number 10 within weeks, if not days.
And so Mr Cameron declared: "This is going to be a battle for Britain, a battle for the future of our country, the sort of country that we want for our children and our grandchildren.
"No one cares more than me about winning the next election in 2020 and the one after that. But you can elect in politicians, you can elect out politicians. We don't like that bit, I know, when it happens.
"But this is about what sort of a country we are going to be - how wealthy we can be, successful in a single market, or how much uncertainty you can have outside.
"How safe we can be, working with our partners in the EU in combating crime and terrorism. Or how unsafe we can be outside it.
"How strong we can be with a country that has definitely got its momentum back, the economy is growing - others around the world are looking to us about how to sort out your economy, how to be stronger.
"The crucial point is this: we can be stronger inside that reformed EU."
And then he repeated the mantra he has proclaimed over and over again since announcing his deal in Brussels last Friday: "We can have a greater Britain inside a reformed European Union, or we can have a great leap in the dark."
This Conservatives In event was slick, stage managed and tightly controlled.
The PM was flanked by female pro-EU Cabinet ministers Justine Greening, Nicky Morgan, Amber Rudd and Liz Truss and dozens of loyalist backbenchers.
Grandees, including Michael Heseltine and Kenneth Clarke, were close by too and the PM's warm-up act was the Tories' token working class northerner, Transport Secretary and ex-miner Patrick McLoughlin.
The control came in a ban on questions, either from the audience of the dozens of political journalists present.
They would likely have asked about the Number 10 blunder over General Sir Michael Rose being added to a pro-EU letter without his knowledge, and the Justice Secretary Michael Gove rubbishing the PM's claims about the legality of the Brussels deal.
Mr Cameron's jibe about the Labour leader's sartorial shortcomings would also have attracted some questions, but at least the Prime Minister had the good grace to make a joke about his own casual appearance.
The Prime Minister said he planned to spend the next four months travelling round the country campaigning for Britain to remain in the EU.
So we can expect to see him ignore his mother's advice about a suit and tie many, many more times between now and 23 June as Mr Cameron embarks on his "battle for Britain".
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