In a previous article, we highlighted the top 11 most effective Google ads we’ve encountered. While bidding on competitor brand names is a potent strategy in itself, it represents just one aspect of a broader marketing concept called comparative advertising.

Comparative advertising essentially encompasses all marketing strategies that involve comparing two or more products or services. Its broad definition allows for implementation across diverse media, including digital, print, TV, radio, outdoor, and more. If a product or service’s value is conveyed by contrasting it with another, it falls under the umbrella of comparative advertising.

Before delving into examples, let’s explore the reasons behind using comparative advertising.

Why Utilize Comparative Advertising?

As mentioned earlier, the objective of comparative advertising, like any marketing strategy, is to highlight the value of the product or service being promoted. While some established brands might seem to use it primarily for entertainment (think Wendy’s and their tweets about McDonald’s frozen patties), the underlying goal remains value communication. Wendy’s aims to amuse you while associating their food with freshness.

The distinctiveness of comparative advertising lies in how value is conveyed. A non-comparative ad might state, “This perfume smells good,” while a comparative ad might say, “That perfume smells good, but this one will make you smell irresistible.” Perfume A’s value is established not just by its quality but also by the difference in quality compared to Perfume B, making it desirable because it surpasses Perfume B.

Comparative advertising provides your audience with an anchor, a tangible reference point to grasp your product’s value. If Perfume A is unknown, “good” might hold little meaning. However, if Perfume B is familiar and presented as inferior, it piques interest. This approach leverages competitors’ brand recognition, turning their market share into an advantage.

Before moving on, let’s address entertainment. A 2018 Clutch study revealed that 53% of consumers recall humorous ads. Humor enhances message retention, and comparative advertising offers ample opportunities for humor. Should crafting the perfect joke overshadow core value communication? Absolutely not. But being funny and memorable are not mutually exclusive.

Let’s examine real-world examples of impactful comparative advertising.

Nine Effective Comparative Advertising Examples

Notice that these advertisers are well-established with substantial budgets. However, you can still glean valuable insights regardless of your resources. The common thread across these examples, spanning various media, is that effectively communicating your advantage over competitors within your industry highlights your value.

1. Mac vs. PC

What better way to begin than with perhaps the most iconic comparative advertising campaign ever? For the uninitiated, Apple promoted their Mac computers through commercials personifying Mac and PC in humorously contrasting ways—Mac being relaxed and charismatic, PC portrayed as awkward and overwhelmed.

One commercial portrays PC suffering from a virus, something Macs are immune to. As PC sneezes, blows his nose, and eventually faints, Mac, embodied by the charming Justin Long, remains composed. The ad not only conveys Macs’ virus resistance but also subtly suggests that using one enhances coolness.

2. Verizon vs. AT&T

Although this Verizon ad predates the smartphone era, it remains relevant. As a Verizon user navigates a college campus enjoying online games and YouTube, an AT&T customer grapples with limited 3G coverage. As this unfolds, the narrator repeats a memorable phrase: “There’s a map for that.” The message? Verizon’s 3G coverage map dwarfs AT&T’s.

3. Allstate vs. Everyone Else

While perhaps not as overtly comparative as Apple’s campaign, Allstate’s wildly successful “Mayhem” campaign embodies comparative advertising. Mirroring Apple’s approach, Allstate employs an actor to personify a concept—in this case, “mayhem.” The overarching message? Allstate insurance offers the most effective protection in an unpredictable world.

In one example, “Mayhem,” portrayed by Dean Winters, obstructs a driver’s view, causing an accident. He warns viewers that “cut-rate insurance” leads to out-of-pocket expenses. Here lies the comparison: “Mayhem” embodies Allstate’s way of contrasting themselves with inferior competitors.

4. Miller Lite vs. Bud Light

This TV ad from Miller Lite responds to a controversial Bud Light campaign. Bud Light had claimed their beer was healthier due to the absence of corn syrup, a claim Miller Lite saw as a challenge.

The 30-second ad is set on a Bud Light commercial shoot. As the director yells “Cut!”, the cast and crew retreat to their tent for a beer. Instead of Bud Light, everyone reaches for a Miller Lite. The message is clear:

Simply put: Miller Lite surpasses Bud Light because it tastes better.

5. Wendy’s vs. McDonald’s

Let’s switch gears from TV ads to a tweet. After the release of Avengers: Infinity War, memes about the ending flooded Twitter (spoiler: Thanos decimates half of all life). Known for their playful online persona, Wendy’s couldn’t resist joining in.

The result? A viral tweet depicting a McDonald’s Big Mac turning to dust. While the image alone was humorous, the caption sealed the deal: “[That feeling when] your beef’s still frozen.” For those unfamiliar, Wendy’s emphasizes their use of fresh, never-frozen beef. This tweet communicated that message by comparing themselves to McDonald’s.

6. Samsung vs. Apple

This ad for the Samsung Galaxy II, packed with humorous jabs at iPhone enthusiasts, exemplifies comparative advertising. While waiting in a ridiculously long line (implied to be for a new iPhone), Apple users are astonished to encounter people using a different phone: a Samsung.

As they admire the Galaxy II’s screen size and envision 4G speed, the Apple loyalists realize alternative devices have merit. The ad concludes with a simple yet powerful message: “The next big thing is already here.”

7. Dove vs. Everyone Else

Similar to Allstate, Dove chose to differentiate themselves from a collective group of competitors instead of targeting one specifically. The message? While inferior lotions are harsh, Dove cares for your skin. The inclusion of barbed wire visually reinforces this point.

There’s wisdom in emulating Dove and Allstate’s approach. Directly targeting a competitor risks being perceived as malicious, potentially harming your brand image. Targeting a generic group allows you to maintain a positive reputation while still effectively communicating your value.

8. Popeyes vs. Chick-fil-A

Targeting a specific competitor can be effective if a significant portion of their customer base shares a common frustration. Case in point: Popeyes’ jab at Chick-fil-A and their well-known Sunday closure.

Popeyes recognized that National Sandwich Day 2019 fell on a Sunday and seized the opportunity. Their ad shows a man at a highway sign listing nearby restaurants, adding “Open Sunday” beneath the Popeyes logo, contrasting with “Closed on Sunday” under Chick-fil-A.

Their value proposition was clear: “Our competitor is closed, but we’re open. Come enjoy a delicious chicken sandwich.”

9. BMW vs. Mercedes

We’ll conclude with another Twitter example. Last Halloween, BMW garnered significant engagement by poking fun at rival Mercedes-Benz. The tweet featured a Mercedes sports car wearing a BMW costume, implying that even a Mercedes aspires to be a BMW, just like kids wanting to be Spider-Man.

Like Wendy’s, BMW maintains a lighthearted tone while asserting brand superiority. While this might seem purely for amusement, remember that memorable ads leave an impression. Taking a page from BMW’s book might not be such a bad idea.