There is also brand equity in a slogan or jingle that can ensure that the concept will be hauled out of retirement one day. Recently Mars brought back “Work Rest and Play”.

Usually accusations of creative laziness follow the revival of defunct characters or slogans. It seems an easy option to reboot an old icon, especially if the account has moved agencies in the meantime and fresh ideas are expected. Such revivals often occur if the agency cannot better the original concept. An agency may spend half a decade trying out new campaigns for a brand but nothing may have the recall or cut through, of, for instance Lurpak’s Douglas the trombone-playing Butterman (retired 2004).

However, in an economic downturn, maybe there is a stronger reason in turning to a trusted representative of the brand. As planning director for Vallance Carruthers Coleman Priest Amelia Torode says: “Bringing an old creative idea back from the dead feels a bit like a security blanket, warm and comforting and not very challenging. But given general levels of uncertainty, maybe a dose of nostalgia isn't such a bad thing.”

Consumers feeling nervous about their household budgets are likely to head to brands they trust and the reassurance offered by a familiar brand icon can help reinforce this decision.

Companies are also aware that there are not one but two groups to be won over by campaigns. There are consumers and there are sales staff. The ad agency may want to entertain and even intrigue the consumer but companies with a sales force know that those at the sharp end want support from the marketing team to help meet tough targets. 

This is especially true in a downturn and it is possible that the Kwit Fit centre managers may well have put their weight behind calls for the return of the former icons. It’s a safe bet they certainly approve of the initiative.

Howard looks like being interred because the cheery tone of the all-singing, all-dancing ads is at odds with the current sombre economic climate. However, Delaney Lund Knox Warren, which just retained the account after a pitch, knows from tracking studies that despite the scorn heaped on Howard and the rest of the Halifax team by supercilious commentators, the ads have strong recall and the public still respond positively to the campaigns. Maybe Howard should have a reprieve after all.

Revivals of brand icons are not likely to be award-winning concepts and it is not the only path to take to achieve cut-through. Plenty of agencies and clients are still willing to try to be innovative, even within the constraints of TV ads. Recent examples being Honda’s “live” skydiving ad and the two minute British Heart Foundation ad with Steven Berkoff.

But given the indicators of belt tightening and the emphasis on ROI by clients, it is possible such bold strategies may become rarer over the next year and more discarded toys will be brought down from ad-land’s attic.