There's a billboard when you get off the 101 at Octavia for Brex. It says something like "Just Brex-it. The card, not the political fiasco." Maybe they've tested it and I'm in the minority, but I thought it was pretty odd.
That's memorable. Which might be the most important factor.
True, it is memorable. I talked to someone who works at an ad agency and had worked with State Farm in the past yesterday. She had the most articulate explanation of memorability over quality I'd heard. I'm sure I'll mangle it, but essentially, as long as the ad isn't actively bad, memorable is far more important than being good (although the platonic ideal would be memorably good).