Earlier this week, Jaguar released an ad that spoofed Mercedes-Benz's 'chicken' ad -- which used the gimbal-like qualities of a chook's head and body to highlight the high-tech suspension of the German brand's flagship S-Class.
The Jaguar video ad pooh-poohed the idea of the Mercedes 'Magic Ride' system, with the British brand saying "we prefer cat-like reflexes" and introducing the fowl to the Jaguar -- with the expected results.
Today Mercedes has fired a returning salvo, with the ad below, showing they're not averse to a bit of luxury brand banter.
We're hoping this turns into a similar car ad war to the battles fought in the US by Audi and BMW with a series of ads, kicked off by a billboard in California, with a later skirmish in Hong Kong.
That volley started on the theme of which brand had the best claim to being a luxury badge, and later moved to a comparison between beauty and performance -- with some other brands tipping in. The point and counterpoint kept us all amused, and social media aflame, for some time.
In the end, nothing is decided by the exercise. But there are no losers when the major car brands show they have a sense of humour behind all the usual marketing spin.
This reporter is on Twitter: @KarlaPincott
Watch the Jaguar chicken ad on or desktop site.
Watch the Mercedes-Benz chicken ad on or desktop site.