Competitive advertising too often can take the low road. But if you can avoid gratuitous attacks, make your message meaningful to your audience 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.

Our competitive campaign "Monsters" used the world’s most evil characters to point out the category’s most evil business practices. 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.