Using escalators when drunk is known to be dangerous, but the only injury this businessman suffered was to his dignity.
A commuter at Tottenham Court Road underground station captured the moment a smartly dressed man continued doggedly to use the escalator - completely ignoring that it was going in the wrong direction.
He even rebuffed other users who tried to put him on the right course, so adamant in his reportedly inebriated state that he was right. One woman tried to literally drag him off the steps, but he shrugged her off and continued his impossible journey.
Another commuter eventually saved him from the embarrassment by hitting the stop button, ending his drunken treadmill routine.
The hapless commuter was described as "a drunk Japanese businessman" by Sam Napper, who captured the entire episode on video.
He said: "After pausing for a few seconds, he turned around and walked out, as if nothing ever happened, saying nothing, leaving us stunned,"Napper told the Daily Mail.