David Cameron has spent the first half of the day campaigning in parts of the UK where he and his party are - let's just say - not over-represented.
This morning he was in Scotland: One Conservative MP out of 59.
And at lunchtime in the North East of England: Two Conservative MPs out of 29 and no councillors at all on Newcastle City Council.
With hard hats on our heads, on the dockside at the Port of Tyne, I ask the Prime Minister why he thinks he is so unpopular in the North - he used to talk of a Conservative revival here.
He promises progress for his party at next year's General Election - but stopped short of making any positive predictions for the European poll next week.
In Thursday's elections, the Conservatives risk losing the one MEP they have in this region.
Meanwhile, Ukip is confident it will gain its first MEP in the North East.
Nationally, the Conservatives are predicted to finish in third place behind Labour and Ukip.
For Mr Cameron to enjoy an electoral revival, he must have an economic revival and most agree the economy is motoring along.
But the economic revival needs to happen across the whole country - not just in London and the South.
And here, the North East was the only UK region this week to register a RISE in unemployment.
Doesn't he need a Conservative who can reach parts of the electorate that Mr Cameron has shown he just can't, I asked? Boris, for example?
"I hope Boris will be on the ticket next May," he says.
Underneath his hard hat, I can't tell whether or not his teeth are gritted.