Eight Companies That Use Comparative Advertising

In the contemporary advertising market, companies must create original and engaging content to draw in their audience. To accomplish this goal, several brands have started to mock other brands.

Avis Mocks Hertz

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Avis Car Rental was one of the first companies to mock another brand for advertising purposes. Around 1960, Avis began a marketing campaign that went after the top rental car company in Utah, Hertz Rent-a-Car. The advertisement read, “We can’t afford to take you for granted” and the campaign ensures divers that they will receive flawless cars and unparalleled service when they choose Avis.

Dissolve’s Large Attack

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Dissolve’s advertising agency recently released a commercial that mocks many contemporary brands and the content they produce. The company created an intensely generic video that resembles many modern advertising campaigns to set themselves apart from other companies.

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In recent years, Samsung has become known for their advertisements that openly mock Apple. One of Samsung’s most famous contemporary advertising campaigns quickly became popular among Utah residents. In a spot called “iSheep,” Samsung states, “the next big thing is here,” and the entire short explains how the Galaxy S III already outperforms the next iPhone.

HTC Welcomes Apple To The Party

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In a recent tweet, HTC’s advertising agency writes, “Bigger screen. Better performance. Elegant design. Welcome to the party #iPhone6” and makes fun of the new device by showing a picture of the HTC One M8 next to the new iPhone 6.

Apple vs. Microsoft

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When Apple released their “Get A Mac” series, they created one of the most popular brand mocking campaigns of all time. Throughout Utah, Apple advertisements which personified actor Justin Long as Apple and John Hodgeman as Microsoft played on many television stations.

Pepsi War With Coke

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Pepsi and Coke offer similar products and share a long-standing brand rivalry. One example of Pepsi’s advertising agency mocking Coca-Cola aired during the XLVI Super Bowl. The commercial contained a Coca-Cola deliveryman who was dropping off a shipment at a grocery store. However, when he approached the counter to purchase a drink, he had selected a Pepsi, not Coca-Cola.

Ford Recreates Cadillac’s Commercial

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When Cadillac’s advertising agency released a commercial titled ‘Poolside,’ it quickly became the subject of widespread criticism throughout Utah. Due to this, Ford Motor Company decided to shoot a ‘Poolside’ commercial, too. The commercials present the same values, but very different ways of attaining them. The Cadillac’s advertisement chases personal success to advance your financial status and the Ford advertisement chases personal success to improve your community.

Audi and the Olympics

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During the Sochi winter games, only four of five Olympus rings ignited during the opening ceremony. Days later, an Internet advertising campaign from Audi went viral. The slogan: ‘When four rings is all you need.”

Mackenzie Martin is a writer at Fusion 360, an advertising agency in Utah. Find her on Google+.