The Welsh are a proud bunch. And so they should be. After all, they've got a lot to celebrate.
In recent years, the traditional boasts of beautiful scenery, crystal-clear water, and succulent Sunday-dinner lamb, have been overtaken by sporting success. Not necessarily something they've been used to - certainly not when you're talking about the round ball rather than the egg-shaped one.
Not everyone is cheering us on, of course. During a recent spout of opinion, Piers Morgan suggested that the good folk of Wales were making a little too much fuss over their nation's achievements. He thought they should keep their celebrations in perspective.
A perfectly valid opinion. But not one shared by one of our Welsh clients... who asked us to pen a naturally understated open response to Mr Morgan. So we did.