Ten years ago, everyone wanted to go viral.

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Remember the Goldfish float at the Macy’s Thanksgiving Day Parade last year? They made a tiny radio-controlled float, zoomed the camera in, and made it look massive on TV.

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Brilliant execution. The buzz around it lasted about five minutes.

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Compare that to Mastercard’s Priceless campaign. It launched in 1997 and people still reference it. A credit card ad became cultural shorthand.

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That doesn’t happen without an idea.

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Virality is a moment. An idea that lasts is a string of moments. It builds advocates over time.

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Most brands chase the spike. The quick hit. That one moment in the spotlight.

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The best ideas don’t create flashes that burn out by morning. They create advocates that stay.

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What’s one ad that’s had a lasting impression on you?

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