Facing a media barrage, Cunliffe wisely decided to confess to making a mistake, saying that in hindsight a trust structure did not fully represent the values he wanted to bring to his leadership. He then released as much information about the donors and the size of donations as the donors would allow. Leaving reporters to mull over the material, Cunliffe then headed for Labour's weekly caucus meeting to apologise to his colleagues for more damaging headlines.
In politics, there are bad days. And then there are really bad days. Cunliffe was having one of the latter. It must have been sheer torture.
If he had not already swallowed enough humble pie, National was ready and waiting when Parliament sat in the afternoon. From John Key and Bill English downwards, National MPs indulged themselves with endless variations on the theme of whether you could trust the man with the trust.
To his credit, Cunliffe took his punishment without complaint. But he looked shattered. This latest piece of bungling follows other gaffes this year including being badly caught out as to how many parents would actually qualify for Labour's promise of a $60-a-week "baby bonus".
Then there was the odd decision to ping John Key for residing in a "leafy suburb" when Cunliffe does likewise. On Saturday, he admitted on TV3's The Nation that he had not made the best choice of words on that occasion.
That makes it two mea culpas in four days - not a pretty strike rate. It is one that could see Cunliffe being indelibly labelled as accident-prone; that everything he touches ends up backfiring on him and Labour's less-than-solid poll ratings.
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