8 Ad Taglines that Sneakily Ding the Competition


Companies naturally want to convince people that their products are better than the competition, but when it comes to advertisements, making direct comparisons between competing products can be tricky. Ad campaigns must step lightly around potential issues with the verifiability of claims, liability, and trademark laws. For example, while it’s OK to say your product is the “best,” it’s not OK to say it’s “better” than a specific competitor unless you have clear evidence on exactly what makes it better. Attempts to play on trademarked phrases can also backfire. McDonald’s once sued Burger King over an ad for the Whopper that read “It’s not just Big, Mac” and won by showing that some people were confused by the ad into thinking that they could get a Big Mac at Burger King. To get in a good jab at the competition, you’ve got to be indirect, but not so indirect that your audience won’t pick up on it at all. Here are eight ad taglines that found a way to sneakily ding the competition

1. Sweet’N Low: "For millions of people, there’s just no equal"

When artificial sweetener rival Equal came along, Sweet’N Low started using this subtle dig in their commercials. When Splenda entered the market and started gunning for the number 1 spot, they dropped it in favor of a tagline from the pre-Equal days, “Wherever you go, Sweet’N Low.”

2. DHL: "Yellow. It’s the new brown."

Ashby Parsons

No need to mention UPS directly. DHL is merely talking about the benefits of its vibrant banana color scheme and how much better it is than that muddier, blander other one. Right?

3. Dunkin’ Donuts: "Delicious lattes from Dunkin' Donuts. You order them in English."

Why wouldn’t you order them in English? That would be crazy. But according to this commercial, there do exist some places that do make you order your coffee in a bizarre, made-up language. Wonder who they could be talking about? (Side note: I guess this commercial marks the moment when “latte” acquired full English-word status.)

4. Virgin Atlantic: "Keep Discovering – Until You Find the Best."

When Virgin Atlantic started service from London to Dubai they advertised it with the slogan “Keep Discovering – Until You Find the Best.” That’s not sneaky at all—until you realize that “Keep Discovering” is the slogan for Emirates Airlines.

5. Samsung: "It doesn’t take a genius."


Samsung chose the indirect way to claim the Galaxy phone was better than an iPhone by turning Apple’s Genius Bar concept around on them.

6. Verizon: "There’s a map for that."

Verizon also took a swing at Apple, who has a trademark on “there’s an app for that,” back in the days when you could only get iPhone service through AT&T. In this commercial they tout the superior broad coverage of their network with a twist on one of Apple’s taglines.

7. Audi vs. BMW: "Your move/Checkmate/Your pawn is no match for our king/Game over."

When you do decide to take on your competitors by name, you’d better be ready to keep upping your game. When Audi erected a billboard in L.A. with the cheeky tagline “Your move, BMW,” BMW responded with a confident “Checkmate” on its own billboard. Not ready to give up yet, Audi replied with “Your pawn is no match for our king” over a picture of their most exotic model. BMW’s response was to attach a zeppelin to the billboard on which was printed a photo of one of their Formula 1 racecars and the words “Game Over,” which pretty much put the matter to bed, without them ever deigning to print the word “Audi.”

8. Nintendo: "Why did the hedgehog cross the road? To get to Super Mario Land 2."


In the '90s ad battle between game companies Sega and Nintendo, Sega used the more aggressive approach, calling out its competitor by name with the inelegant “Genesis does what Nintendon’t.” Nintendo used the subtle approach here, not mentioning its competitor’s name or even the name of its game character (just a generic hedgehog…), but still getting the message across.

How Google Chrome’s New Built-In Ad Blocker Will Change Your Browsing Experience

If you can’t stand web ads that auto-play sound and pop up in front of what you’re trying to read, you have two options: Install an ad blocker on your browser or avoid the internet all together. Starting Thursday, February 15, Google Chrome is offering another tool to help you avoid the most annoying ads on the web, Tech Crunch reports. Here’s what Google Chrome users should expect from the new feature.

Chrome’s ad filtering has been in development for about a year, but the details of how it will work were only recently made public. “While most advertising on the web is respectful of user experience, over the years we've increasingly heard from our users that some advertising can be particularly intrusive,” Google wrote in a blog post. “As we announced last June, Chrome will tackle this issue by removing ads from sites that do not follow the Better Ads Standards.

That means the new feature won’t block all ads from publishers or even block most of them. Instead, it will specifically target ads that violate the Better Ad Standards that the Coalition for Better Ads recommends based on consumer data. On desktop, this includes auto-play videos with sound, sticky banners that follow you as you scroll, pop-ups, and prestitial ads that make you wait for a countdown to access the site. Mobile Chrome users will be spared these same types of ads as well as flashing animations, ads that take up more than 30 percent of the screen, and ads the fill the whole screen as you scroll past them.

These criteria still leave room for plenty of ads to show up online—the total amount of media blocked by the feature won’t even amount to 1 percent of all ads. So if web browsers are looking for an even more ad-free experience, they should use Chrome’s ad filter as a supplement to one of the many third-party ad blockers out there.

And if accessing content without navigating a digital obstacle course first doesn’t sound appealing to you, don’t worry: On sites where ads are blocked, Google Chrome will show a notification that lets you disable the feature.

[h/t Tech Crunch]

Why Subliminal Messaging Doesn't Work (Unless You Want It To)

Subliminal messages—hidden phrases in TV programs, movies, and ads—probably won't make you run out and join the Navy, appreciate a band's music, or start smoking. That's because these sneaky suggestions don't really change consumer behavior, even though many people believe otherwise, according to Sci Show Psych.

We say "don't really" because subliminal messages can sway the already motivated, research shows. For example, a 2002 study of 81 college students found that parched subjects drank more water after being subliminally primed with words like "dry" and "thirsty." (Participants who weren't already thirsty drank less.) A follow-up experiment involving 35 undergrads yielded similar results, with dehydrated students selecting sports drinks described as "thirst-quenching" over "electrolyte-restoring" after being primed for thirst. Experiments like these won't work on, say, chocolate-loving movie audiences who are subliminally instructed by advertisers to purchase popcorn instead.

Learn more about how subliminal messaging affects (or doesn't affect) our decision-making, and why you likely won't encounter ads with under-the-radar suggestions on the regular.


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