THE old saying that all the best brains are in advertising has seemed less true in recent months.

I suppose it depends by what criteria you judge success. Is it on the most-talked about advertising campaigns or the most effective overall?

If it comes down to what’s caused the most complaints to the Advertising Standards Authority (ASA) then step forward the body-popping bodyguard in the MoneySuperMarket ad. He attracted 1,063 complaints during 2016.

Next worst for innuendo, sexism or violence was the same company’s builders and strutters - men in shorts and high heels - with 898 and Match.com’s lesbian kiss at 896.

Cartoon characters burned and battered, footballers “kicking” a cat and, completely ridiculous, the disabled woman discussing a romantic encounter in the Maltesers’ ad all upset people enough to complain.

Personally, any advert that made no sense upset me – and any Specsavers’ ad still made me howl laughing.