Using famous memes for ad purposes

Anyone have any experiencing attempting to use a famous meme for their ad image? Like the dos equis most interesting man in the world image.. etc?

Is it likely FB might deny these images for some copy-write/trademark reasons?

I tried that a few months ago with a few memes, didn't get any notable results. I can't remember what product I was promoting though . I highly doubt FB will deny the images, you shouldn't worry about that.