Being at the top of the tech industry food chain it's only natural that Apple and Google are used to taking swipes at each other, yet Pixel owners have been left amazed at their brand's new ad, calling it a 'masterpiece' in taking down the iPhone.
Sometimes you don't need to have a leg up on the hardware side to gain an advantage in the tech industry, as clever marketing certainly goes a long way when the race is so close at the top.
We've seen Apple master this in the past with many of its iconic marketing campaigns, taking down competitors like Microsoft, Samsung, and Google in the process over the years.
However, Google has managed to get one back over Apple in its latest advertisement, showing off the unique features of the new Pixel 10 in comparison to the 'vanilla' offerings of its main rival.
Advert
You've probably already seen the advert crop up in the middle of your YouTube or TV watching sessions, but it features a society where vanilla ice cream cones have taken the place of phones.
You see people grab them in the morning as they wake up, speak into them in the middle of a ring light, walk down the street with them held against their ear, and even squish them into a card machine to pay for their shopping.
The ad reaches its climax when one ice cream holding citizen spots a woman at a flower shop holding her new Pixel 10, asking Google's own AI tool Gemini for tips on what to buy.
He then looks at his own device in confusion, presumably wishing that he had what she was using instead.
It's not hard to piece together that the ice creams are meant to be phones from a rival, especially with the play on its 'vanilla' flavoring, but it's made even clearer that this is a big swipe at Apple when you see a billboard being replaced with a rather familiar font.
"I got the point with just beginning, it was all clear when I saw 'Vanilla Pro' and 'All new Vanilla Pro'," writes the top comment underneath the advert, as the billboard changes the text but not the image of the cone, implying that every new iPhone is the same.
"Never expected Google to be dissing Apple in a commercial," adds one shocked commenter, asserting that this particular marketing campaign "is a masterpiece."
The Google account even replied to this comment, adding that they're "happy to see you're a fan," and a number of other replies from the same account make it clear they're not shying away from the Apple slander either.