WHO WOULD DEDICATE THEIR HARD EARNED DOLLARS TO TALK ABOUT THEIR COMPETITOR ON THE AIR? THIS IS THE TOP RANKING OF ADVERTISERS THAT HAD TAKEN THEIR COMPETITIVE ANIMOSITY TO THE EXTREME!
Clients: Coke vs Pepsi
Agency: TBWA\Chiat\Day, USA
One in the series of ads that, during the years, have brought the rivalry between these two brands to fun concepts on their TV Ads
Probably the most classic Ad rivalry of all times!
Clients: Mac vs PC
Agency: TBWA Media Arts Lab
Modern times brought a new classic rivalry on the air waves. Apple decided to conquer share from PCs the rough way, and Windows Vista made it extremely easy.
Clients: Jaguar vs Mercedes
Agency: Spark44
Mercedes did an unusual but attention grabber ad to promote the stability of its models:
Jaguar decided to poke fun at it
Clients: Mercedes and Volkswagen
Agency: Jung von Matt
Feeling bad for Mercedes after the Jaguar “attack”? Well, don’t. Mercedes also did a mischievous, but excellent ad
Some say the actor Mercedes chose to represent death looked really similar to the former Volkswagen leader to be a coincidence. A coincidence? Judge by yourself:
Clients: Audi vs the Rest of the World
Agency: Master (Brazil)
An interesting ad, considering it names some competitors that the regular consumer would not even make part of their consideration list in the category.
Clients: Dominos vs ?
Agency: CP+B
Domino’s positioned themselves as the “master pizza maker” with this ad, teaching the competition the basics of the kitchen. Can you tell the competitor they are attacking?
Clients: Burger King vs Mc Donald’s
Agency: Buzzman
Another classic rivalry. Today they are more concerned about other competitors in the space but, back in the time, it was all about taking share from each other.
Clients: Sprint vs The Rest
Agency: DigitasLBi
Sprint stirred the pot in 2014 with lower prices and a series of ads that were not shy about mentioning competitors.
In case this was not enough, Sprint went ahead and hired the Verizon “Can you hear me now?” guy to make the attack even more direct!
This is actually a great shot at a negative topic. One of the most traditional examples of showing a competitor in an ad is done, of course, in politics. While I am saving political ads for a whole episode of this blog, here is an example that used the climax of the “bad and ugly” political rethoric to create a genius Ad.
Taking out the trash in style
Client: Hefty
Appealing to the audience exhaustion during a political campaign
THE SUN ALWAYS SHINES ON TV
HOW CAN SUPERMAN CAPE ALWAYS LOOK LIKE A PERFECTLY WAVING FLAG?
Nature does not always happen as we want to portray it on TV. So, sometimes, we have to “help” mother nature a bit to make things more glamourous. And Superman is not an exception. Here is the secret behind the majestically waving Superman cape in so many movies that were not using yet the now everpresent computer animation to create that effect.
