In my opinion, there are four routes for a TVC to become popular, namely: brainwashing, spontaneous, controversy, and second creation. Brainwashing is to continuously wash the minds of users through saturated advertising, and finally let users form subconscious reactions. Representative cases include Qi brand men's clothing "Men, be more cruel to yourself", Hongxing Erke's "To be No1!". The slogan "To be No1" is meaningless, but because it has been repeated enough times in the past, when we talk about Hongxing Erke, we still blurt out "To be No1".
Spontaneous, is to shoot a TVC with a sense of resonance, so that users are willing to spread themselves. Representative cases include NB's "Ingenuity" and Bilibili's "Back Wave". This kind of TVC requires brands to dilute the commercial color and use Fax List content production ideas to communicate with users. The controversy is that the TVC caused a conflict of social concepts, and the praise and abuse on the Internet achieved it, and it took the black and red line. Representative cases include Boss Zhipin and Zhihu TVC during the World Cup. These two advertisements aroused the disgust of netizens because of the high-density advertising words, and thus became a topic of public opinion.
The second creation is that TVC itself does not generate traffic, but users' re-creation and re-interpretation of TVC, making TVC "playing" the top stream. Representative cases include the animation TVC of Mixue Bingcheng and the TVC of Baidu APP, which just became popular in the previous paragraph. In early August, Baidu APP published a somewhat magical TVC. A few days later, about 25 UP masters at station B recreated this TVC. After that, many WeChat accounts discovered the trend of Baidu APPTVC becoming popular and reported on the matter.