I have to assume that this "bashing" type of advertising is conceived as something that will be "tongue in cheek"....but it's easy to see how it can be misconstrued and backfire on the advertiser.

I've never appreciated campaigns based on snob appeal (so i will never own a Jaguar...pity...I was looking forward to paying $40K plus for a FORD).

We have a dude in my neighborhood who operates one of the last custom made hat shops in Chicago. I stopped by to ask about having a cowboy hat made and the sales pitch that this guy gave me was so snobby, abusive and aggressive that I had to leave the store just to find enough clean air to breathe.

I'm glad that business is so good that these folks can afford to alienate potential customers. The economy must be doing better than it appears!

Best

AA