Virgin tycoon Sir Richard Branson has served as a flight attendant - wearing lipstick and a red skirt - to honour a bet.
The Virgin Group founder also had his legs shaved in order to help out on an AirAsia flight from Perth, Australia, to Malaysia.
But he earned a reprimand from AirAsia chief Tony Fernandes after he deliberately dumped a tray of orange juice on Mr Fernandes' lap.
Sir Richard lost a bet to Mr Fernandes in 2010 after they wagered that their Formula One racing teams would finish ahead of each other. Mr Fernandes' Lotus outfit finished two spots above Branson's Virgin team in that season's table.
After the six-hour flight, Mr Fernandes gleefully declared that Sir Richard's skills as an attendant were "rubbish", and that he was being fired immediately.