Rivalry and competition have always been major driving forces behind effective advertising. It’s fundamental: outsell those who offer the same products and services you do and you’ve got it made. It’s hard to feel loyalty to a brand when you have no choice in the matter. If there is only one cable service in your area, you likely feel unhappy and trapped by it. Add in the option to choose someone else and suddenly you create brand loyalty. It comes as no surprise, then, that through the ages of advertising many campaigns have been based on a theme of one-upmanship. Some are classy, some are crass, and some are just a little confusing.