By Tom Parmenter, News Correspondent
Only the sound of jangling keys told you Max Clifford was sat in a prison.
The one time "King of Kiss and Tell" appeared on video link from HMP Littlehey in Cambridgeshire and was beamed on to screens in the appeal courtroom in central London.
He is five months into his eight-year prison sentence but his face told you he had lost weight.
The Max Clifford sparkle also seemed to have vanished. The mischievous glint in his eyes was gone.
He is now a 71-year-old best known as a sex offender.
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Gallery: Max Clifford's Former Clients
Frank Sinatra: Clifford started his own agency, Max Clifford Associates, in 1970. One of his early clients was Frank Sinatra, whose UK press interests Clifford represented.
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Muhammad Ali: Cifford also looked after the heavyweight boxing champion in the UK.
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Antonia de Sancha: He represented the actress in the aftermath of her affair with Conservative politician David Mellor.
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OJ Simpson: Clifford acted for the former NFL star in the UK after his acquittal for the Nicole Brown Simpson and Ronald Goldman murders.
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Mohamed Al Fayed: Clifford looked after the then-Harrods owner in the aftermath of the "cash-for-questions" scandal.
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Kerry Katona: Clifford has represented the former Atomic Kitten singer on two occasions.
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Simon Cowell: The PR guru is widely credited with helping raise the music mogul's celebrity status.
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Shilpa Shetty: He represented the Bollywood star following her appearance on Celebrity Big Brother.
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Jade Goody: Looked after the late reality star's media interests during her treatment for cervical cancer.
At one point he got up to grab the remote control and to adjust the TV screen that he was watching court proceedings on.
He complained that he couldn't hear properly, particularly when Rosina Cottage QC was talking.
She is the prosecutor who won the case for Clifford's victims.
Whatever buttons he pressed on the remote, the former publicist no longer has control.
He will now wait for the judgment from the panel of judges that may come through next week.
He no longer calls the shots or decides when announcements will be made.
Clifford is simply doing time like everyone else inside.
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