Generating copy that is simultaneously reactive and devaluing of the competition can be tricky. One of the most important things to consider when deploying this tactic is timing. A well-timed ad, citing a current issue or perhaps an athlete during the Olympics, will convert like crazy. Your copy should strive to skew a recent, widely-known reference against the competition. Example: “The Verizon Guy doesn’t like Sprint, he was simply paid a great deal of moola.” (during Wimbledon) “Roger Federer is being paid to tell you to buy the other guy’s razors” “Gucci Mane is free, unlike our competitors' express shipping options.”