A familiar face from Mock the Week, 8 out of 10 Cats and the UK stand-up circuit, comedian Josh Widdicombe was greeted warmly and with no little expectation in the comedy tent.
Appearing at lunchtime, the former Guardian sports reporter's focus on the quirks of day to day life had the packed crowd in high spirits.
The 31-year-old was joined on stage by a sign language interpreter, which Widdicombe made the most of with a quick run through of sign versions of more risque phrases.
He also took on the Latitude crowd head first with routines criticising foodies, people who make their own jam and iPhones.
He finished his act by telling the crowd he first appeared at the festival five years ago and went down like a lead balloon.
His final gag was plucked from that first performance. It went down a storm - proof that his meteoric rise is complete.
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