Just when you thought it couldn’t get worse, another one pops up to take the detested crown. I’m referring to advertisements that make you cringe and the latest in the line is the HUL’s (Hindustan Unilever)  Rin commercial which clearly derides P&G’s Tide washing powder.

If you haven’t seen it, here it is.

Both HUL and P&G have made comparative ads in the past, usually passing snide references at each other.  In the past however, these references to the competition were muted or masked.

Some may argue that in a highly competitive market where product differentiation is minimal, comparative advertising can make the difference. But then bashing your competition is the easiest thing to do, and you don’t need a creative agency to get that done.

However, there are exceptions to this route as is evident in this car commercial.

Personally to me, comparative advertising is a sign of lethargy and creative myopia. To get back at the competition don’t get bitter, get better!