How to take out your competition (in a friendly, likable way).
Be tough. But stay classy.

Competitive advertising can too often take the low road. And frankly, feel cheap. But if you can avoid gratuitous attacks, make your message meaningful to your audience, keep it honest and serve it up in an entertaining way, you not only get a powerful competitive message, you can do wonders for your brand message too.

An iron fist in a velvet glove.

This competitive campaign used the world’s most evil characters to point out the category’s most evil business practices. Bad guys skewering bad guys. It’s smart, funny and, while it was conceived as purely competitive, it became an under-the-radar brand campaign. It’s now the most successful campaign in Spectrum’s history at shifting brand approval.