Recently, on February 24, McDonald’s in France played a prank on its main rival – Burger King by setting up two billboards which demonstrated the abundance of McDonalds’ in the area compared with how hard it is to get to a Burger King.
2月24日，法国麦当劳拿自己的同行——同样是快餐连锁巨头的汉堡王——开了个玩笑。他们在高速路边设立了两块指示牌，展示了麦当劳数量众多的得来速店的同时，又嘲弄了汉堡王在法国数量稀少的店面。
Less than 4 days later Burger King quickly retaliated with a new commercial. The ad shows that fans of Burger King are happy to drive the additional 200KM for a bite of a juicy whopper after a quick stop in McDonalds for a bit of caffeine to keep them going.
结果4天不到，就在2月28号，汉堡王就吹响了反击的号角，并且完全照搬了麦当劳的策略，只是在最后加了一小个片段，展示了汉堡王的美味远胜麦当劳。顾客宁愿多开200公里也要尝上一口他们美味的汉堡。
This kind of advertising “war,” also known as comparative advertising isn’t something new to the western market. The wars between Coca Cola and Pepsi, Mac and PC, as well as many others, have been going on for decades.
However, for those working in the Chinese advertising industry, these types of campaigns could get tricky and have to be treated carefully. According to the latest Advertising Law of PRC, Chapter 2 article 13, stated that: “An advertisement should not have any content that denigrates the commodities or services of other producers or operators.” Especially in the medical field, such advertising is strictly forbidden.
Additionally , there is an unstated rule in China that you cannot have another brand’s logo in your commercial, nor can you state your competitors name. Together, these issues make it more difficult to achieve effective comparative advertising in China.
这种拿竞争对手开涮，又名比较广告在欧美市场屡见不鲜。可口可乐与百事可乐之战已经持续了几十年，苹果公司与微软的嘴仗更是著名。
不过对于在中国从事广告行业的同僚们来说，拿竞争对手开玩笑时可得小心了。因为在最新发布的广告法中，第二章13条明确规定了：“广告不得贬低其他生产经营者的商品或者服务。”尤其是在医药等领域，这一行为是被明确禁止的。
另外在中国有一条不成文的规定，就是在广告中不允许出现竞争对手的商标，这无疑也给此类广告在中国的流行增添了难度。
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