Will audiences ever accept brands using memes in ads?

Each week, The Drum asks agency experts from across the world and the ad business for their take on a tough question facing the industry, from topical concerns to perennial pain points.
Vodafone Italy’s recent campaign featuring stock photography model András Arató, known on the web as ’Hide the pain Harold,’ served as a reminder that brands can, in fact, jump in on online conversations without incurring immediate cringe. 
Few brands, in their