Here's a puzzle: is the sing-along version of 'Let It Go' from Disney's Frozen an advert? What about the World Cup theme song by Shakira, 'La La La'?
Both are classed as adverts in the list of the most-shared UK-focused ads of 2014, from social media experts Unruly.
The list reveals how advertising is becoming more subtle, as brands realise that they have to move, entertain or shock us to get attention, rather than simply flogging us products.
It's a formula which led to the top two ads - starring a horrible robotic devil baby and the hip-wiggling Shakira - clocking up over eight million shares between them.
Of course, Monty The Penguin is in there too.