 But I think in some cases it works, in some cases it doesn't. An example of what's held up as a successful ad would be the Nike Kaepernick ad. Believe in something, even if it means sacrificing everything. Initially, you had lots of Kaepernick haters burning their jerseys and burning their Nikes in the front yard and filming that and putting it on YouTube. But then you had a stock bump, a sales rise.