Of course, this strategy will work better for The Muppets than it does for, say, toilet cleaner or car tyres, but that is half the job in marketing – understanding and choosing the right medium.

I’d hesitate to call video marketing viral though – as no one can decide what goes viral. Beaker singing Ode to Joy would obviously have more chance of going viral than many other supposedly viral campaigns, but anyone saying “Let’s produce a viral” is doomed to failure and disappointment.