On this past Thursday's 30 Rock, Tracy Morgan's character faced quite a dilemma.  Tracy Jordan's former assistant wrote a tell-all book that shared embarrassing details of his life - including that he has never cheat on his wife.  Jordan is mortified that he will lose endorsement deals and respect because his entire reputation is predicated on him being an unfaithful scumbag.

This scene from the episode is absolutely spectacular.

The whole episode is ROFL funny and you can catch it on Hulu.