It can backfire. Recently Coke pushed a cringe ad to Twitch and I have seem a lot of people in a diverse set of channels complaining about "not being able to tank the Coke ad". The impression left not always is positive for the brand. Even Jesus, the best brand ever, couldn't please everyone. But I see myself still being influenced by impressions left decades ago in my mind when I used to watch TV as a kid. And smart kids nowadays probably use an ad blocker but there wasn't much they could do to avoid it in my age.