I assume he means stuff like "because you're worth it," and whatnot. I'm not sure which came first, the phrase, or advertisements which use it. Either way, I certainly hope he was kidding, because to claim that a phrase with no specific association grants power to the original creator is absolutely ridiculous. For instance, I wonder if we're having fun yet? Oh no! I must be under the control of Zippy, a comic nobody gives a shit about!
On a related note of smug bashing of nationalities which had the audacity to not be our own, I recently read an article which parodied this sort of thing. Against my better judgement, I looked at the comments, and to my horror, I saw people on both sides who appeared to be completely missing that the article was making fun of everyone. To sleep at night, I tell myself that the commenters were also just parodying things. Poe's law, etc.