Whether you're filtering it, or it's subconsciously working is a bit hard to say. Plenty of people think they're 'immune' to advertising - but the goal is often very simple. Just putting the name of a brand in your head can pay off months or years later when going to buy something. That associating of X brand with Y product is already there, even if you've long forgotten the source.

Point taken for existing established brands. Surely this can't be said about "brands" that got spun up in last few weeks and will be gone soon.