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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-lunch lamb, have been overtaken by sporting success. Not necessarily something they've been used to - certainly not when talking about the round ball rather than the egg-shaped one.
But not everyone is cheering us on. 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 some of our Welsh clients... who asked us to pen an open and naturally understated response to Mr Morgan. So we did.