Bad ads get ignored.
Good ads get noticed.
Great ads go viral.
And they always have. The difference is, people used to say “Did you see that commercial last night?'” and now they just put it up on YouTube.
The Dove transformation spot would have been talked about and shared 20 years ago.
“Where’s the beef?” would be getting a zillion hits on YouTube if it had debuted last week.
Either way, a meme is replicating itself through the culture. Same process, new petri dish.