The classic case in South Africa, from the early 1990s (if memory serves) is the response by BMW to an advertisement by Mercedes-Benz. The latter was shown on the famous Chapman’s Peak route along the Cape Town coast, whence it left the road and plunged down the cliff. The driver survived, attesting to the safety standards of Mercedes. BMW responded with an advert showing its car along the same route, negotiating it safely. The payoff line was, “Beats the bends”. It was pulled after only a short run, but after many years remains both a well-remembered advertisement and a well-known media catchphrase.