The trend for 'bottom-up' advertising continues (that is, where customers are involved almost as much as advertisers).
There was the T Mobile's 'great night in'.
Until recently, you could pose as Mr Latte.
And now, you can 'ungrow up' as the Milky Bar Kid (all you need is a webcam and microphone).
Maybe they are running out of 'real' people, with reality 'stars' from one reality show appearing in another (e.g. Ben from The Apprentice and Andrew Stone from Pineapple Dance Studios are both featured in Dating in the Dark).
Have you had your 15 minutes of fame yet?
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