Have you no pride?

What is wrong with advertising people these days? When I went into the business it was because I liked to create ideas. New ones that I could call my own, or at least mine and my Art Director's. And maybe include a creative Director as well in the credits. I digress. The main point being that I wanted to create stuff that had never been done before, although I accept that everything has its influences.
Lately I seem to be seeing an increasing number of re-hashes of ads that were originally created for other brands. In my mind the worst culprit of all is the brand that adopts the "I'm a ........" as its umbrella idea.

Here are just a few of recent times.

I'm a PC (Microsoft)
I am Nikon (Nikon)
I am  Giulietta (Alfa Romeo.See below)

What I don't understand is who thinks it's so darn good in the first place to want to use it. And even then, don't they know it's been used time and time again.
I can almost hear the researchers and the planners justifying its existence. "The poeple who drive the Guilettarrrhhhh are the type of people who see themselves as Guilettarrrhhhh types." And so they come up with a campaign that simply affirms that simple observation.

Not only is it unoriginal. It's just not creative at all. It's like something someone says in focus group.

Researcher: "If you were a car, what type of car would you be?"
Man1: "I'd be a Ferrari."
Researcher: "Don't you mean. Guilettarrrhhhh?"
Man1: "Oh yes. That's what I meant. Do I still get my 20 quid?"