Reaching that golden but elusive male consumer aged 25-35 and getting him excited about your product has never been easy. The digital age, and its effect on TV viewing, has made it no easier. But for executives at Unilever, this task was rendered tougher still.

"Thank you," the young mother says. "For what?" the agent responds. "For this," she says, looking around the room. "For everything. On my budget, most agents would have given up on me. You must have shown me 20 different places."

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In 1976, when computers were still a faraway concept, Rogers moved to Japan not knowing he would soon find himself on the launchpad of modern gaming.

So, when did it happen? When did the genetic anomaly in the microscopic Dion Lee white dress in front of me morph from woman to brand? Perhaps it was in 2006, when she became the first Australian to pull on a suspender belt as an orb-breasted Victoria's Secret "Angel".