Most people wouldn't take their kids out of school just to go on holiday. But Simon Morgan is not like most dads.
Having received a text message from the school asking where his son James was, Simon Morgan replied back - with a picture of the boy basking in the sun outside the Burj Al'arab luxury hotel in Dubai!
And he even had the cheek to call it nothing but a bit of "light-hearted banter."
And this isn't the first time that the Welsh business owner has acted up like that.
In fact, he has played so many pranks on his son's school that he has become known as the 'coolest dad at school.'
In previous text message replies to the school, Simon's responses have included blaming hippos for James being late in and not wanting James to 'sh** his pants' in the classroom for why he remained off ill.
Last May, when the school enquired why James was absent, he replied: "Oh dear god... We took James out last night to celebrate the end of his GCSE exams. We had a couple of cocktails...
"Not sure what happened next but I've woken up in a hotel room with a six foot plastic flamingo in my bed and what looks like Mike Tyson's tiger in the corner of the room.
"I think we may be in Las Vegas? I've no idea where James is. Will check the roof."
While his latest stunt might seem a bit irresponsible, Simon said that he wouldn't put his son's schooling at risk.
"We only found out about this holiday the day before as it was through the travel agency that we run, so we genuinely didn't have time to plan," he said.
"I know I should have told the school beforehand but if you ask on things like this, unfortunately they often say they don't approve of it, so I took a gamble. They didn't reply to the text so I think it paid off."
"James is doing very well, is on target for excellent GCSE results and misses very few days so I knew it was not going to negatively affect his work."
"When I got the message I decided to send the picture because I think a picture tells a thousand words. I think from the photo it was then quite apparent where he was.
"It was light-hearted banter, though admittedly it's not the first time I have done it. James obviously thought it was fantastic and all of his friends loved it too.
James, who hopes to one day study design or architecture, reckons everyone likes his dad's antics.
"Everyone takes it in good humour," he said. "One of the teachers even high fived me once when they heard about his latest prank.
"Most of his pranks go down well - apart from the one where he said he would keep me in a cardboard box outside school and feed me gruel. I don't think the staff saw the funny side of that one."
