Since 2002, Google don’t allow “gimmicky use of words, numbers, letters, punctuation, or symbols” on AdWords. Which seems to mean text graphics, emoticons and kaomojis. But some slip through for a while anyway. Supposedly.
SiXT made it in 2007. In 2008 there was Payday, We Are Collective, Metapeople and Logic Immo. In 2009, Worms and MotoFriends. And in 2011 a rabbit snuck through in Ukraine.