Britânia, a Brazilian home appliance company, filed a
complaint at CONAR (Brazil's National Advertising
Self-Regulating Council) against Philips do Brasil's
advertisement for its new blender. Britânia affirmed it was
an unethical comparative advertisement – even though it does
not mention the competitors' brands - based in four statements
of tradition and performance, considered to be false or derogatory.
The advertisement was titled "80 light years ahead"
and displayed an alien explaining why Philips' products are the
best in the market. At one point, to prove Philips' blender
superiority regarding the resistance of its jar, the alien hits
with a hammer both the Philips' blender and another blender
produced by an unknown competitor. On the video, the
competitor's product is smashed by the hammer while
Philips' product does not suffer any damage.
