The second choice of 2010 for Miller is the Old Spice viral campaign that kicked up a bit of a fuss - in a good way - earlier this year.

Not only was the idea simple and effective but, its execution exceeded even consumers expectations (try saying that after a few festive sherries). The responses to the viral aspect were quick, spot on and always funny. You didn’t get the product shoved down your throat: and fair play to the client too for going with the agency on that. (Yet it still DOUBLED sales).

I loved the creative play, the interaction, the tone, the appropriate use of media. But what I loved most about it is that they knew when to quit: finishing him off while he was still funny with one inexplicable drop of a giant fish. Meerkats take note…