Perhaps the largest and deepest cup of chaos comes to us this week from Iain Tait, W+K and the folks at Procter and Gamble. Over the last few days the Old Spice campaign has set a new bar by which we can measure engagement. And if "talkability" or "buzz" are metrics by which one can measure effectiveness, then surely this wins on all counts. 

I have a feeling, however, that there are other measures which are eagerly being watched – and they all sound like this – ka-ching.