Radio Advertisements

Now a days we listen plenty of advertisers playing mimicrical advertisments. The situation is that every 3rd advertisement is based on mimicry. Every time we listen only That Basanti- gabbar  adv and simran-raj advertisement inspired again and again. People behind these creatives suggest that these are strategies to make your advertisement more memorable. But in these advertisements brand image and message totally lost. These advertisements could be effective just for 2 or 3 times but once these starts coming again and again consumers start getting frustrated and create the negative image about the brand in their mind.Is it because we are having less brilliant Creative writer, while in case of well written and executed advertisements people find themself attached to the brand and that thing always keep that advertisement top of the mind of consumer.. So i am always in the favour of well written story line's advertisements. what is your opinion????