Old Spice Twitter campaign whose question – “How many fingers am I holding up?” – unleashed a torrent of Photoshop posts from the tweetosphere, some of them in slightly poorer taste than others.

Charlie Gschwend: “Being the first brand to tweet a thinly related joke after the power goes out at the big game or when a celebrity wears a silly hat is fine. Does it deserve all the ad rag love? Maybe I’m missing something. What I do know is that when a brand can create its own cultural moment by simple asking, ‘How many fingers am I holding up?’ it wins.”