Funny, how things turn out. In 2007, a lady called Laney Griner took a photo of her baby son playing on a beach. It was one of those amusing photos that 10 years ago would certainly have remained in her drawer - or at least on her computer.
But the internet has moved on, and like many others, she found that once you put something out there, it doesn't really belong to you anymore. And somehow her snap had become a recurring internet meme known as "Success Kid", like this:
I suppose one might find this annoying, although Ms Griner appears to be relaxed about the attention - as her son is now 4, it's not like he's going to get recognised.
But she also got her just reward in the end, as Virgin Media have now paid to use her image on their latest outdoor campaign.
I'm not actually sure if this was done before or after the great DDB-BBH handover, but whichever, it shows the value of being immersed in culture of any sort. Anyone who's in on the joke will love it and remember it, and if you're not, it's an amusing photo all by itself.
The boy is not called Tim, though.