Quick. Name a memorable social media campaign -- besides Old Spice Man. Stumped? I'm not surprised. Because, as with so many other things in advertising, there aren't that many memorable social campaigns. But, getting back to Old Spice Man, that just-concluded phenomenon is an example of the fact that social advertising creative is getting better, a lot better, and that it has the ability to be far more memorable than much creative that has gone before. Why? Because the best of it engages not only you but your friends, especially when it mixes content deftly with the social graph.