Weeks of planning by a 30-person steering committee and a trio of prestigious think tanks resulted in a birthday “event” hailed by media and industry insiders as a “stunning achievement” and “delicious.”

The scale of the celebration was fitting, considering the caliber of the man it celebrated. Executive Creative Director Josh Mayer, whose legendary wit is said to have inspired creation of the verb “to josh,” recently turned 50. Given the supreme challenge of honoring such a luminary, Peter Mayer Advertising brought in a taco truck and ate tacos at 9 AM on a Friday.

Taceaux Loceaux, a New Orleans–based gourmet taco truck, was hired to cater the event. After a rendition of “Happy Birthday,” it was back to work as usual. See photos of the event.