Linked by Thom Holwerda on Tue 26th Nov 2013 23:03 UTC

Microsoft has enlisted the reality-television series "Pawn Stars" in its ongoing campaign to bash rival Google.

An online video ad released Tuesday mimics the plot set up of "Pawn Stars," which features people toting precious or odd objects for appraisal at a Las Vegas pawn shop. In Microsoft's fictional telling, a woman is trying to trade in a Chromebook, a no-frills laptop powered by Google software.

"The only problem with Microsoft is they just have no taste, they have absolutely no taste."

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That is slightly different to when a bigger player mentions a smaller player.
Apple needed to show that they can compete with Windows systems, because they are a smaller player in the market. Droid Does commercials needed to show that they can compete with iPhone.
Mentioning or implying your competitor works only when you are comparing your product and pointing out something better or equivalence. Otherwise it's free advertising to a smaller competitor.

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