What’s the worst holiday experience you’ve ever had? Was it sharing a dorm on a school trip? Tolerating a 12-bunk room in a hostel? Or strangers’ kids screaming at a communal pool? Holiday rental marketplace HomeAway understands these gripes. In its most recent ad from Saatchi & Saatchi, it explores the darker-side of shared accommodation — simultaneously giving Airbnb the middle finger.

While the spot is light and humorous, there are cutting references to competitors like Airbnb, that have come to monopolise the industry. It mocks our willingness to share all aspects of life — whether personal data or personal space — and uses this as fuel to advocate its own ability to provide a better holiday. One that you won’t have to share.

‘Brand bashing’ is neither new nor uncommon — see Microsoft and Mac, who’s ongoing mutual plight for market share has been messy. The iconic ‘Get A Mac’ ad series saw Apple sales increase by 39% within six months. Aldi similarly took aim at John Lewis’ infamous 2015 Christmas ad, even though the two brands have never directly been pitted head to head.

But while playful banter between brands can generate positive affiliations, could aggressive or derogatory messaging impact brand perception negatively, too? Not necessarily. While it might seem petty to get snarky at the current market leader, if it’s executed in the right way, it can also translate as confidence and authenticity. “A brand seeking to subvert the existing market can’t do so timidly,” says Sarah Warman, head of marketing for BrewDog. “They must be convinced that what they’re trying to achieve is needed, and that requires an almost arrogant degree of confidence in the validity of your brand.”