Chevy VS. Ford

For superbowl XLVI, automotive giant Chevy, set out on a campaign to discredit one of their biggest competitors, Ford Motors. As part of this scheme, they aired a commercial in this event titled Chevy Silverado "End Of The World" Commercial. 

Link: https://www.youtube.com/watch?v=8Gc6AR8HR-c

This incredibly witty ad features four friends driving Silverados and meeting at a rendezvous point after the end of the world. When one of them asks for their missing friend, Dave, another actor responds with the line "Dave didn't drive the longest lasting, most dependable truck on the road. Dave drove a Ford"

This direct hit causes amusment and a little bit of entertained shock for us as viewers, the company didn't even try to hide the battering by saying that Dave drove a Mord, Shord, Cord or anything that rhymes with Ford, it was as clear as water. But let's not feel sorry for Ford Motors, they have done their share of shaming as well, they even centered a whole campaign "Drive One" around mocking his competitors by featuring a F-150 driver saying "I wasn't going to buy another car that was bailed out by our government. I was going to buy from a manufacturer that's standing on its own: win, lose or draw. That's what America is about." Of course this is a straight allusion to the government having to save Chevrolet from bankruptcy.

This advertising fight is amusing to see, but how ethical is it to mock and bring down your competitors for the sake of business? Instead of showing off their products they discredit the competition. This is not fair play, in fact, there are laws that condemn direct publicity fights like this. I don’t know how they are getting away with this; But just like criticizing another employee in front of the boss to get ahead is unethical, so is this.