Some people are famous for 15 minutes; Marcus Rashford took just 60 seconds more to ensure that his celebrity status endures for a good deal longer.
His 16-minute hat-trick that helped Manchester United thrash RB Leipzig 5-0 in the Champions League came as he was running rings around very different opponents off the field – the British government.
And it is this unique joint success that he celebrated by tweeting: “3,16, 1,030,000” to highlight his goals, the time he took to score them and the number of signatories to his “Free School Meals” campaign.
By shaming the Scrooge-like Prime Minister Boris Johnson over hungry children, the 22-year-old is altering the perception that footballers are all dumb hedonists.
And as he happens to be a working class, black kid, it could be a significant moment in the socio-political history of Britain.
Until now, Manchester United’s global diaspora would have been much more familiar with Rashford’s scoring ability than his social conscience.
But as every mention of his name now comes with eulogies for his activism as well as his goals and assists, he has not just captured the hearts of a nation but given food for thought to millions around the globe.
And all but lost amid the feel-good factor around him is that Manchester United may also be getting back their mojo.
Not only do they have a player who can do no wrong but the squad suddenly seems to have acquired a bit of depth.
The players that came on for cameos against Leipzig – Rashford, Bruno Fernandes, Edinson Cavani and Axel Tuanzebe ooze either promise or pedigree – or both.
United had just about deserved their lead against the team currently topping the Bundesliga and who were Champions League semi-finalists last season.
The Devils are now in total charge of their so-called Group of Death in which they began as favourites for a Europa League grave.
They also wiped a chunk off the value of the much-lauded – not least in this column – central defender, Dayot Upamecano whom Rashford had for breakfast at Old Trafford.
Attack remains the strong point. The front three of Mason Greenwood, Anthony Martial and Rashford surpassed their Liverpool counterparts in goals at one stage last season, and now they can add the mercurial Cavani to the mix.
Although he’s hardly touched the ball and has yet to score, the shape he’s in and his attitude suggest he’s going to be more of a Henrik Larsson or Zlatan Ibrahimovic than a Radamel Falcao or Alexis Sanchez.
Yes, United have had a few aging strikers in recent times but the vibes around the Uruguayan are positive.
Ole Gunnar Solskjaer took a big gamble by leaving so many big names on the bench against such a high-profile team.
But for once, as a manager, he lived up to his old name of “supersub” thanks to the impact they made.
Until then, as Paul Scholes quipped, “it was as if they were playing away,” and the reminder of Greenwood’s potential upfront could not conceal the fact that the defence still looked likely to give away the odd food parcel.
Why Tuanzebe, who was outstanding against PSG last week, was left out for the second game in a row suggests Solskjaer has not got total faith in him. But he does look a potential long-term solution.
Also, the way he keeps picking Maguire perhaps he needs to be told he is not Virgil Van Dijk.
Donny van de Beek was given a rare start and, although an obviously talented player, did not really lay down a marker for any particular slot on a regular basis.
Paul Pogba looked slightly more interested than usual but has to do all he can to make us think he’s not wasting his prodigious talent.
Rashford was able to show his magnanimity on the field by allowing Martial to take the penalty to break the Frenchman’s goal drought when a hat-trick beckoned. Karma believers will say he was rewarded a few minutes later.
To maintain the momentum, United need three points against old foes Arsenal this weekend.
The Gunners, who got away with fielding youngsters in the Europa League win at Dundalk, have been steadier at the back under Mikel Arteta.
But injuries have thinned their ranks so it could be another opportunity for United to get among the goals.
Pierre-Emerick Aubameyang is likely to be a handful and even if United dominate possession, how they handle the counter attacks could be decisive.
After this it’s a visit to Istanbul Baseksehir, the whipping boys of the Champions League group, next week. A win there would almost certainly book a place in the business end of the competition.
Thanks to Rashford, they might even show they have the stomach for the fight in the Premier League too.
Manchester United v Arsenal 12.30am Monday in Malaysia.
The views expressed are those of the author and do not necessarily reflect those of FMT.