Where is ad creativity?

Have you noticed that some commercials are stealing ideas from other commercials?

For example, have you seen that McDonal's commercial where a guy sees someone having a BigMac so later he gets one and someone watches him eating and gets one himself and so on?

Well that commercial is the same idea as a commercial i saw long time ago where one guy smiles to someone in the street, the next guy smiles to someone else and so on till the last guy smiles to the first guy that started the commercial.

Right now in Ontario, the OLG (responsible for the lottery), has a BINGO commercial where a lady sees a lady playing bingo so she goes to play one herself and someone that saw her playing went to play one as well and so on.

What happened to creativity? and isn't that intelectual theft or whatever they call it?