The client said “all we do is take care of mucus” so we knew what the differentiating strategy should be and we knew the execution had to be funny. The character, a combination of Oscar the Grouch and Oscar Madison (from The Odd Couple) would always move in and create misery. Three months after the TV launch, an almost four-fold sales increase! It became #1 in the category and won lots of awards including a Silver Effie and AdAge’s Top Ten Ad Icon of the Decade. Eight years later, Mr. Mucus is still running. (bad pun)