Ok, but if we count on the advertisers to take purchasing decisions, we would be lost ! Luckilly, we can still count on our minds. What about comparative advertising ? Legally, American policy seems to encourage this kind of communication : “ Comparative advertising, when truthful and non-deceptive, is a source of important information to consumers and assists them in making rational purchase decisions“, especially because they “ know of no rule of law which prevents a seller from honestly informing the public of the advantages of its products as opposed to those of competing products“.

But even if the campaign of Bentley is not official, the battle made it through the world, and the implicated brands undoubtfully took advantage of it. And an a certain way, it’s what the message of “Bentley” is all about. But except the two original “actors” BMW and Audi, what do the others do in the battle ? While Bentley is also part of the Volkswagen group (like Audi), Subaru apparently is a bit isolated in the game. To promote Audis h-tron engine technology - in which only water vapor comes out of the exhaust of its electric cars - German agency Thjnk came up with the idea of 'dispappearing' billboards. I doubt that the chairman of the British car manufacturer would support the taste… And if you take the advert out of context (the dangers of the web…), it could seriously harm the company. Last but not least : Bentley gives it all the finger ! Bentley never recognized issuing this ad, and some s ay it’s photoshopped. Since, Subaru quitted rally racing sponsorship… and Subaru designers are not flattered by the statement neither. Apple, DC and Marvel comics, and many other very enjoyable ad wars, my personal favorite is the historic billboard war between the two German luxury cars giants BMW vs. The German counterpart of the “Bayrische MotorWerke”, Audi who is targetted by BMWs ad, replies by praising its successes at the hardest endurance race of the world : Le Mans.Ĭleverly, Subaru takes advantage of the situation to advertise for its engines. Aside from the famous brand wars that we all grew up watching, and currently enjoying, featuring top brands like: McDonald’s vs Burger king, Coca-Cola and Pepsi, Microsoft vs. This was the first ad, issued by BMW in a magazine in 2006.

Audi billboard ad wars