http://zachheller.com/2009/06/16/direct-comparison-ads-do-they-work-best/
These days, direct comparative ads are rampant especially among mobile industry (Samsung vs iPhone vs BlackBerry).Nevertheless, there has been a notorious example of direct comparative ads, Pepsi and Coca-Cola, depreciating each others’ products. However, personally, I think comparative ads are expeditions of product development for companies therefore benefits for consumers.
Despite the beneficial side of the comparative ads, immoderate use of them cause consumers eyebrows to raise. Pepsi depreciates Coca-cola in their comparative ads explicitly; however, there is no certain point that they are comparing with. This kind of advertisement basically tells “Ours is better than theirs, simple as that”. However, without providing solid reason why their products are better than the others’, it is not an efficient advertisement but an insist which can’t convince audiences.
Pizza Hut direct comparative ad
In this commercial above, Pizza Hut tells the audiences their point of difference emphasizing their relatively cheap price with variety of toppings. Opposing to funny but non-sense ad of Pepsi, Pizza Hut successfully appealed to audiences with blatant method.
All in all, to promote a comparative ad, companies should verify their distinctive PoD and not stubbornly insist that their product is the better one no matter what.