In advertising, the real game changing campaigns tend to create their own cultural movements (check out my post on Hoopla to get some insight into this thinking).
Unfortunately the majority of advertising only attempts to piggy back off existing culture through parody. While this isn't necessarily a bad thing, it does lead to a lot of crap campaigns.
Denham the Jeanmaker have shown a classic example of a parody ad that doesn't suck with 'Denham Psycho'. Developed by Flickering Wall, it features great craft combined with one of the best advertising insights I've seen in a while.
When American Psycho was first released, it remained a viscous satire of the yuppie culture that permeated the mainstream of the 80's and 90's. Twenty years later, there has definitely been a change in the zeitgeist; the yuppie has been surpassed by the most divisive of all postmodern subcultures - the Hipster.