It started as a friendly spat between two advertisers -- and then the law intervened. UK Mobile network Three launched a campaign, via W+K London, around the idea of #holidayspam -- eg. don't post so many pics of your "hot dog legs" while travelling. (The idea was to promote the fact that Three had dropped roaming charges, making it possible to post lots of social media updates while abroad).
Virgin Holidays, via M&C Saatchi, then responded with a campaign saying "Don't be sorry #showoff with pride. You Look Delicious". (It's also been tweeting images parodying the Three Pony ad, showing the pony in shades on a beach).
But perhaps the cleverest addition to the spat is by Surrey Police, which tweeted a picture of a billboard apparently at the same site. The copy reads "Posting #hotdoglegs on Twitter tells criminals you're not at home. #Brag whenback."
While the poster isn't in fact real (Surrey Police confirmed it was a Photoshop job done in-house), full marks to the cops for getting in on the act -- and making a serious point about social media.