In today's highly competitive market, companies go to great lengths to outweigh their competitors in terms of product quality, features, services and more. They are not afraid to directly mock their competitors in television and radio advertisements to give consumers something to think about. From poking fun at their competitors' offerings to ensuring customers that they can provide a better product and service than their competitive counterparts, many companies are pointing out their competitors' flaws in a very public format. From the electronic industry to the food industry, there is plenty of finger pointing and name calling going on. Here is a look at some of the companies that have mocked other companies in their advertisements.
Samsung Vs. Apple
It's no secret that Samsung and Apple are not looking to make friends with one another. In a recent Samsung advertisement for the Galaxy S3, a lengthy line for the new Apple iPhone is weaving down an urban street while devoted Apple users patiently await for their turn in line to get a look at the iPhone 5. Meanwhile, a Samsung user walks up to the line with his new Galaxy S3 phone, claiming to hold a spot for someone else. An iPhone devotee remarks to the Samsung user "Guess the Galaxy S3 didn't work out?"
The Samsung user then proceeds to tell the Apple user some of the things he loves about his new device, while the Apple devotees ramble on about the non-climatic benefits of the new Apple iPhone. At the end of the commercial, it is revealed that the spot that the Samsung user was holding in line was for his parents. To add insult to injury, Samsung uses the slogan "The Next Big Thing is Already Here," indicating that iPhone users are not paying for the most up-to-date technology, and seem more obsessed with the brand than being knowledgeable about the technology itself. While the reigning champion of technology is up for debate, it is certainly interesting to see the pair fight it out in their advertising campaigns.
Pepsi Vs. Coke
Pepsi and Coke have a long-standing history of being fierce competitors in the soda manufacturing business. Both offer similar products and both have huge fan bases that stand dedicated behind their products. During Super Bowl XLVI, sports fans got a taste of that competition first hand when a Pepsi commercial aired. In the commercial, a Coca-Cola delivery man is in a grocery store and he approaches a refrigerator that is stocked half with Pepsi products and half with Coca-Cola products.
Discreetly, the delivery man reaches for a Pepsi Max. When he reaches the register, the cashier effectively blows his cover by asking over a PA system whether Pepsi Max is eligible for club card rewards. The scene then snowballs when the monitor lights up with the word "winner" on the register. Balloons and confetti fall from the ceiling. Regis Philbin appears seemingly out of nowhere and declares that the delivery man has won a lifetime supply of Pepsi Max.
This commercial is a remake of a Pepsi commercial that first aired in 1996. It goes right for the heart of Coca-Cola by targeting its employees. When the delivery man is faced with a choice between Coca-Cola and Pepsi, he chooses Pepsi. This effectively goes against the product he helps support on a day-to-day basis. This commercial is just one example of the ongoing advertisement feud between Coke and Pepsi. Consumers can expect more bickering amongst the soda giants.
Apple Vs. Microsoft
Another pair of competitors that brings corporate mocking to new levels are Apple and Microsoft. A popular ad campaign run by Apple is the "I'm a Mac" commercials. The commercials helped reinforce a young, hip and tech-savvy image and made PCs look old, slow and outdated. These commercials ran over the course of three years and were highly visible. These commercials helped boost Apple's visibility as a high-quality computer manufacturer and position itself as an industry leader.
The Bottom Line
As long as the business world remains competitive, you can expect to see advertising campaigns in which companies mock each other and the products they offer. While some of the advertising campaigns offer low blows, a little competition is good for the economy.
Photo Courtesy of Orin Zebest