I think we are becoming resistant to advertising. Certainly web-based ads, but also TV, print (remember that?) and just about anything else. So gone are the ads touting the quality of your product, or connecting it to a positive experience like people running through fields or drinking on the beach. No, the only ads that matter will be ones that are controversial (like the Big Bird nonsense), that are emotional (like the Romney ad where he destroys daughters) or just uniquely clever and memorable, like this below.