Only a genuine neurosis over self-presentation could provoke such a hyperbolic semi-autobiographical character. Last month, Ayoade appeared on Channel 4 news, and showed a real aversion to any earnest interest in his career, sidestepping Krishnan Guru-Murthy's questions, from the importance of his background (Ayoade was born in Hammersmith to a Nigerian father and Norwegian mother) to the contents of the book itself. This distaste for self-promotion comes through in Ayoade on Ayoade. Director-Ayoade proclaims: “Eventually I’d like to see the interviews replace the directing because I’m becoming increasingly frustrated by the gaps between junkets. The prospect of needing to make a whole film before a stranger tapes my thoughtless utterances and uses them as the basis for a speculative, semi-hostile character portrait makes me very sad."