Advertise got his career back on track with a brilliant victory in the Commonwealth Cup at Royal Ascot.
Martyn Meade's colt was one of the star performers in the juvenile division last season - winning three of his five starts and finishing second in the Coventry Stakes and in the Dewhurst.
However, he never threatened to land a telling blow on his return to action in last month's 2000 Guineas at Newmarket and as a result, blinkers were fitted for the first time as he dropped back to six furlongs for this Group One contest.
With man of the moment Frankie Dettori in the saddle, Advertise raced in midfield for much of the way before hitting the front racing inside the final furlong and sealing the Italian's seventh winner of the week.
The one to get closest to the Phoenix Thoroughbreds-owned Advertise was Forever In My Dreams - who was bought by the Phoenix Ladies Syndicate at Monday's Goffs London sale for £430,000.
In the end, though, the former was a comfortable winner by a length and a half.
Hello Youmzain was a head away in third, with Aidan O'Brien's even-money favourite Ten Sovereigns a shade disappointing in fourth.
French raider Watch Me was a surprise winner of the Coronation Stakes at Royal Ascot.
Much of the pre-race focus was on Aidan O'Brien's Hermosa, who was the even-money favourite to add to her back-to-back Classic wins in the 1000 Guineas at Newmarket and the Irish 1,000 Guineas at the Curragh.
The market leader appeared well positioned for much of the one-mile contest - tracking the pacesetting Pretty Pollyanna - but it was clear early in the straight it would not be plain sailing and, in the end, she came up short.
Having finished sixth behind the reopposing Castle Lady in the French 1000 Guineas on her latest appearance, Watch Me was a 20-1 chance in the hands of Pierre-Charles Boudot, but rounded the final turn travelling ominously well.
Once given her head, the daughter of Olympic Glory readily picked up the leaders and kicked clear for a one-and-a-half-length success.
Hermosa stuck to her task to finish second, with Jubiloso losing her unbeaten record but running with credit in third.
Watch Me was providing trainer Francis-Henri Graffard with his second Group One victory in the space of a week, having landed last weekend's Prix de Diane at Chantilly with Channel.
Hayley Turner became only the second female jockey - and first since Gay Kelleway 32 years ago - to ride a Royal Ascot winner when Thanks Be triumphed in the Sandringham Handicap.
Turner got Charlie Fellowes' 33-1 shot home in front by a neck from the Queen's Magnetic Charm over the straight mile.
Japan did what was expected of him in running out a dominant winner of the King Edward VII Stakes.
Having finished with a flourish to place a close-up third in the Investec Derby at Epsom a little under three weeks ago, Aidan O'Brien's charge was unsurprisingly a warm order as the 6-4 favourite in the hands of Moore.
Settled towards the rear for much of the mile-and-a-half contest, Japan made his move before the home turn - albeit a little wider than ideal.
Epsom disappointment Bangkok bounced back to form and got a dream run up the rail, but Japan had far too many guns in the closing stages and was good value for the winning margin of four and a half lengths.
Bangkok boxed on to fill the runner-up spot, ahead of Eagles By Day in third.
O'Brien said of his winner: "This is a very smart horse. He's coming forward lovely, and we couldn't be happier. He's been progressing all the time."
Daahyeh rewarded favourite-backers and gave David Egan a first Royal Ascot winner with victory in the Albany Stakes.
Roger Varian's filly ran out an impressive scorer on her racecourse debut at Newmarket last month - and that form received a significant boost on Thursday after the runner-up, Raffle Prize, landed the Queen Mary Stakes.
Daahyeh was the 4-1 market leader for her Group Three assignment and after travelling well in midfield, she moved towards the front racing inside the final two furlongs.
Ken Condon's Irish challenger Celtic Beauty briefly looked set to make a real race of it, but the further Daahyeh went the better she looked and she was well on top at the finish - passing the post a length and a half to the good.
Unconsidered 100-1 shot Aroha fared best of those that raced on the far side of the track in third.
Mark Johnston saw his long-term plan for Baghdad come to fruition after he made it back-to-back wins at the Royal meeting with a tenacious success in the Duke of Edinburgh Handicap.
Twelve months after landing the King George V Handicap, the four-year-old son of Frankel returned to the scene of his greatest success to strike in the mile-and-a-half prize.
Despite being pressed late on by Frankie Dettori and Ben Vrackie, the 7-2 shot, who suffered a broken cannon bone at the meeting last year, found extra reserves under Ryan Moore to hang on by a rapidly-diminishing short head.