It takes guts for a brand to be self-deprecating. In most cases, there’s everything to lose but, when done right, it can disarm the most cynical audiences. Think Skoda or Pot Noodle. Oscar Mayer’s campaign for its turkey bacon may not be quite like those brands but, by making a virtue of being in the shadow of regular bacon, it has found a likeable angle. Also, Kevin Bacon’s less famous brother, Michael, is well-cast and delivers a charming performance. And his challenge to get more Twitter followers than his brother is a smart social media ploy that, unlike 99 per cent of interactive campaigns, sounds like something people would do just for the fun of it.