The 12th and final format is the "parody or borrowed format." This is a popular approach these days, perhaps because pop-culture references have become our common language. Recent ads have parodied movies, TV shows—and even other ads.

At its worst, a parody is a lazy way to gin up some tepid humor. Done well, however, a parody can be both memorable and hilarious. My favorite parody ad (and another of my favorite ads of all time) is Geico's "Tiny House." This spot plays on the endless proliferation of reality TV shows, and the parody is so perfectly executed that it actually fooled me more than once.