AD Wars - Creative Confrontation ?
Ad wars may be considered as Creative Confrontation, nevertheless is a delight for our intellect and amusement for our senses ! Established brands in their campaign for supremacy try to solicit consumers by directly referencing their competitors in advertisements to prove that they have the edge over the other. This attempt for one-upping the competition usually snowball into a series of advertisements which no sooner acquire the nature of comparitive advertising. This comparitive advertising more popularly known as AD Wars can get real nasty as much as creative it can get. Ad wars could stimulate comparison shopping, encourage product improvement and innovation, and promote a positive competitive environment benefitting consumers, provided that the comparisons are truthful and non-deceptive. In below we are collating some of the best ambush marketing creativity that elicit satire for amusement.
Politics is no exception ! A little wit can go a long way in politics. Election campaigns are increasingly an ad and slogan war. The party that comes up with the best zingers, stingers, bumper-sticker slogans to bring out the pom-pom shakers will have a decided edge.“In your heart, you know he’s right.” That was Republican Barry Goldwater’s slogan in the 1964 U.S. presidential campaign. Democrats were quick to respond. They came back with “In your gut, you know he’s nuts.” On the progressive side, one of the great ad spots, though he was fighting a hopeless cause, was George McGovern’s harpooning of Richard Nixon. “This is about the government,” began the solemn-voiced narrator. “This is about credibility…This is about hidden funds…This is about falsification…this is about bugging.” And on it went covering all the dirty deeds before concluding: “This is about the White House. And this is how you stop it – With your vote!” - Source
DHL Vs FeDEX ! DHL tells who's the boss Fedex answers back “FedEx Trucks Are One Step Ahead.” FedEx's brand is almost entirely dependent on their big white trucks.FedEx knows how iconic their trucks are, and what a great tool they can be for experimental advertising. Source
Pepsi Vs Coke ! The Cola Wars looked to fight for beverage supremacy and the ability to lubricate your tastebuds with sugary goodness. While Coca-Cola has been around since 1886 and PepsiCo since 1893, things didn’t really start to heat up until 1975 when the latter introduced the “Pepsi Challenge” which showed that most people favored the taste of Pepsi in a blind taste test.Pepsi and Coke have engaged in advertising wars for decades, especially with TV commercials. There are some really good ones on YouTube.
Interesting War for Readership ! - The Hindu Vs. Times of IndiaThe AD war between print media giants, Hindu and Times of India was little contrary to the routine frenzy ad wars. Unusually, this war for readership proved to be more educational for the readers, than being an entertaining skit. While the Times of India launched its ‘Wake Up!’ campaign, provoking the readers (mainly targeted at Chennai readers) to shift from the newspaper that puts them to sleep with its boring and dreary news (indirectly pointing out at the Hindu), Hindu had hit back with the tag line ‘Stay Ahead of the Times’ – telling the readers to move out of the Bollywood and page 3 gossips and take up the news that is relevant to current affairs of the country and the world. There were a series of television commercials and print media ads that went through the competition between Hindu and TOI. In its very first Chennai specific ad, TOI has sent a message ‘Wake Up to Times of India’ through its TV commercial in which a Tamil lullaby plays in background, while the readers are seen sleeping in various positions (standing, sitting, leaning) with a newspaper in hand, the whole concept in the ad indirectly pointing to Hindu. It is then when the Hindu reverted back with a series of advertisements using the tag line ‘Stay Ahead of the Times’ which was targeted at audiences all across the country and not only Chennaites.Some of the series of print media ads launched by Hindu, after TOI came up with its TV ad are:The print ads given by TOI are: The ad gurus terming this ad war as substantive journalism Vs. pulp fiction, agree that the Chennai-based publication’s cheek-in-tongue stance had proved to be hit and more substantial than TOI’s campaign, as the Hindu ads raised two thoughtful questions – if the information given out by media qualifies as news and if the media is cautious as what it is putting it out as news. While Hindu justifies its ad campaign as purely a call to action campaign for the youth, so as to provoke them to take more informed choices regarding the media, TOI justifies its ad by saying that ‘information is not knowledge’ and it sees no wrong in giving news about popular cultures and sensational events. Whatever may be punches or counter-punches of the brands, it is up to the readers to educate themselves about the factual and functional information of the country rather than just concentrating on junk or useless information. Courtesy - Hyderabad India Online
On High Skies ! Go Vs. Kingfisher Vs. Jet Airways
Cosmetic Competition ! - Pantene Vs Dove
Car Wars ! BMW messes with Mercedes Translation : A Mercedes can also bring driving pleasure