Examples
Comparative advertising has been used effectively by companies like The National Australia Bank (NAB), and its “break up” campaign has made such an impact it has won an award from Cannes, and a substantial increase in its consumer interest. Internationally acclaimed Apple Inc. has effectively utilized its Mac vs PC advertisements as part of its marketing efforts to increase its market share over the years. Such companies prove the academic view that comparative advertising is more successful when used by established brands, justified by the credibility and attention an established brand brings. Other famous examples include L’Oreal SA v Bellure NV and Coca Cola v Pepsi. Comparative advertising has to be executed with caution and deep consideration for the targeted markets as the novelty of the concept affects the effectiveness of the stipulated campaigns.
In the 1980s, during what has been referred to as the cola wars, soft-drink manufacturer Pepsi ran a series of advertisements where people, caught on hidden camera, in a blind taste test, chose Pepsi over rival Coca-Cola.
The use of comparative advertising has been well established in political campaigns, where typically one candidate will run ads where the record of the other candidate is displayed, for the purpose of disparaging the other candidate. The most famous of these type ads, which only ran once on TV, consisted of a child picking daisies in a field, while a voice which sounded like Barry Goldwater performed a countdown to zero before the launch of a nuclear weapon which explodes in a mushroom cloud. The ad, "Daisy", was produced by Lyndon B. Johnson's campaign in an attempt to prevent Goldwater from either winning the nomination of his party or being selected.
Another example took place throughout the late 1980s between the bitter rivals Nintendo and Sega. "Genesis does what Nintendon't" immediately became a catchphrase following the release of the Sega Genesis (known as Mega Drive in PAL countries).
A 30-second commercial promoting sustainability, showing soda bottles exploding each time a person makes a drink using his Sodastream machine, was banned in the United Kingdom in 2012. Clearcast, the organization that preapproves TV advertising in the U.K., explained that they "thought it was a denigration of the bottled drinks market." The same ad, crafted by Alex Bogusky, ran in the United States, Sweden, Australia, and other countries. An appeal by Sodastream to reverse Clearcast's decision to censor the commercial was rejected. A similar ad was expected to air during Super Bowl XLVII in February 2013 but was banned by CBS for jabbing at Coke and Pepsi (two of CBS's largest sponsors).
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—Michel de Montaigne (1533–1592)
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“There are many examples of women that have excelled in learning, and even in war, but this is no reason we should bring ‘em all up to Latin and Greek or else military discipline, instead of needle-work and housewifry.”
—Bernard Mandeville (1670–1733)