And as NPR's Martin Kaste reports, the flex-fuel program has backfired and is actually increasing oil consumption.

NPR: 'Flex-Fuel' Concept Fails to Deliver on Potential

The ad industry works so hard to keep faith out of the mix that is has backfired.

FORBES: What Role Does Faith Play in Building Brands?

He may have been trying to finally ditch his image as a political swot and appear one of the lads, but the move badly backfired leading to claims he was wildly exaggerating - and in any case, is it something he should have been boasting about?

BBC: Hague needs to look like election winner