Chaos ensued as only two group members were allowed to star in the video and the other person had to film – inevitably this ensured that the point of the challenge was missed. Instead of spending the eight hours available to them coming up with a creative concept which might warrant spreadability, they bickered about who would be front of camera.

The results were pretty woeful. One group did a skit on Prince William and Kate Windsor (nee Middleton) on their honeymoon night, another also centred on the sex sells theme and spent the afternoon dressed as nuns flashing anyone that passed by and the third took the comic route of having someone dressed in a sumo suit exercising on the edge of a pond who was given a shove by a very Jim Carrey Riddler-type character. Despite being allowed to send the clip to one contact per group to spread the word and get the metaphorical ball rolling between them they didn’t manage even 1,000 hits. As one of the judges waspishly commented: “About as much buzz as wasp flying into a window”.

This just goes to show that creating a viral isn’t easy. What you may consider funny, isn’t to other people. The key is to think about what would make you forward something onto your friends. The programme rightly said that ad agencies (and indeed PR agencies) are increasingly turning to viral as a medium as it is a cost effective route to gaining wide scale awareness – however it is only cost effective if it does create wide scale awareness – otherwise it would probably be cheaper to place an ad in Downstream magazine (a specialist title for the Oil and Gas industry) which has more reach.

Viral isn’t easy and it just goes to show that not everyone with a camera can generate buzz; it is all about understanding how to get the clip correctly seeded out so that it does get those all important views. It is here that PR comes into its own. We have the skillset, the contacts and the heritage in creating conversations – both online and offline.

Nike has just launched its 2010 World Cup ad, featuring the likes of Wayne Rooney, Cristiano Ronaldo, Didier Drogba, Kobe Bryant and Homer Simpson (yes, really). It’s slick, it’s blackly funny and representative of the excellent football ads we’ve come to expect from the likes of Nike. However, it’s the little intricacies that truly point to this being a great ad. Wayne Rooney in a trailer park and an egotistical statue of Ronaldo are strokes of genius – someone over at ad agency Wieden & Kennedy has truly got their head screwed on.

Apologies for the bleeding into the sidebar – widescreen YouTube is the bane of this blogger’s existance!

If we were to really nitpick, the only flaw with it is Ronaldinho’s appearance, despite him not being included in Brazil’s World Cup squad, points more to the pitfalls relying on ageing sports stars for an ad campaign than a failing of the ad itself.

But honestly, who cares? It’s an amazing ad – no doubt it’ll probably be the best thing we see all summer after England crash out in the group stages.

What a bunch of social deviants.

This being a PR agency, and gay men being the savvy communicators they are, it will come as no surprise to learn that most of the men in this office are as familiar with a real female orgasm as they are with a fake one, i.e. not at all.

How does a gay man know what a fake female orgasm sounds like? He doesn’t. So we’ve roped in one of the only straight men in our office to identify the best screamers and moaners ahead of a slick little campaign we’re running for one of our clients.

The giggles and smirks this side of the boardroom glass almost outdid the first two rounds of moans. By 5.30 I imagine we’ll be entirely unfazed and most un-British about it all.

The office is buzzing. Yes, yes, yes? Yes – we’re creative, Yes – we’re daring, Yes – we love social media! Bring on that viral!