Honorable mentions in this industry I think should go to the Churchill dog - inspired work reinventing a dull-sounding brand as memorable, loveable and very British - and Aviva - for their lovely series of sketches with Paul Whitehouse playing all the different characters - all of which are endearing in their own way and the one where you suddenly realise the father of the family preparing to go on holiday is a ghost is genuinely moving.

I have a soft spot for the Hastings ads with their little soldier, but I don't think they have really succeeded in carrying off making him memorable, perhaps because they don't seem to know if he is Norman or Saxon (surely the first decision that should be made at Hastings!)

My car insurance is with Egg - not *because* of their guineapig adverts, but I have to admit that they probably did contribute something to my having a relatively warm and fuzzy attitude to their brand.