When I was a Creative Director at TBWA\Chiat\Day, I led a small group of lunatics in the creation of a commercial for a new Starburst product called "Berries and Cream." It featured a small British manchild who we called the "Little Lad." It was magically stupid and very popular at the time, but we didn't know that it was so magically stupid that fifteen years later it would have a second life on Tiktok and go on to become the most viewed content on the platform with over 4.8 billion views.