Companies have found relative success in advertising campaigns that play on running jokes from consumers; for example, CeraVe Skincare’s 2024 Super Bowl advertisement that featured actor Michael Cera.
Matthew McConaughey and his wife Camila Alves recreated the movie poster from his hit 2003 romantic "How to Lose A Guy in 10 Days" for their pantless ad campaign for their tequila brand Pantalones.