Created by: Saatchi & Saatchi Launched: February 2001 There really is no other contender for advertising icon in this category. Mr Kipling has evolved from the genial, elderly figure nibbling afternoon tea in a sunny English country garden to become a more sprightly walking accident. Last year's reincarnation saw him causing a stampede at a gymkhana, almost drowning a dog and digging up a golf course with his appalling standard of play, while in a new execution on TV screens now, he inflates a bouncy castle with helium and lets it float away. His disasters are always forgiven because he makes exceedingly good cakes'. {{P&P }}