When the laws in Germany changed and for the first time it was permitted to carry out comparative advertising, the carmakers in particular were quick to jump on the bandwagon. I captured a whole series of ads at the time as BMW battled it out with Mercedes.
Earlier this year, I witnessed some aggressive ads in the telecommunications sector, but it was extremely short-lived. In fact it happened so quickly, I was glad I grabbed a screenshot of the banner.
The banners were attacking o2, apparently for bad network coverage.
Not long after the banner popped up on websites, it seems o2 complained and Telekom withdrew the banners. This will sometimes happen – a company gets a quick court injunction. But often, by the time the ad is gone, most of the damage has been done. And of course things may go viral or observers (like myself, I guess) pick up on what happened and spread the news.