Take the Let's Tarot campaign, for example. Did anyone see popular actress Kanako Yanagihara in the ads and think, "I believe I will purchase this product. The reason is that I am a fan of Ms. Yanagihara's work, and she has accepted money in exchange for the association of her likeness with the item in question."? Or Jam Sessions's bizarre New Zealand ad campaign, which associates receiving the product with becoming an awful person.
Is being memorable all it takes to be successful as an ad? Have you ever been swayed by game advertising, or reminded sufficiently of something you were interested in to go get it?