Super charming, anthemic spot from 02. It's funny! It's adorable! It's memorable! It's perfect!

We're seeing more and more of these memorable brand spots (Clydesdales, I'm looking at you), but I'm unconvinced that the small brand lift is worth the effort. While memorable, I don't see any value (unless memory alone is value, which one could argue). The Microsoft Child of the 90s spot also comes to mind - while it brings warm fuzzy feelings of nostalgia, there's nothing about the ad that actually makes me want to go anywhere near Internet Explorer. What's the pay off? 

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