How Imitation can Develop Advertising

It seems to be that some advertisers are either copying or using techniques already apparent in existing adverts, showing that to some extent adverts are less original and 'alternative' to others. In fact, over time it appears that advertisers have developed upon ideas from previous campaigns to improve their adverts.

Examples below from 3 separate car makers (in chronological order):

Vauxhall Corsa 'Put the Fun back into Driving' (idea of racing around town, precision driving - as a game)

Fiat Grande Punto 'The Italian Job Remixed' (idea of racing around town with precision driving to show off car, plus re-mix style with car noises creating music)

Volkswagen Golf 'Enjoy the Everyday' (lost precision driving idea for 'real driving' but kept re-mix style to make music)