Google Pixel ruffles iPhone feathers in playful jab

In a timely move following Apple's upcoming iPhone 17 reveal, Google released a cheeky Instagram video featuring its Pixel phone alongside an iPhone. Set in a field with chickens, the clip opens with iPhone struggling to teach the birds to sing, referencing a video Pixel had previously shown.

Pixel then reveals the video of singing chickens, clarifying it was generated using its AI tool Gemini, and boasts that it can create videos of virtually anything. The conversation escalates when iPhone asks if Pixel also generated a video of turtles running an investment bank. Pixel confirms with an AI-generated clip, prompting an “Oh no” reaction from iPhone before the scene shifts to turtles learning mathematics. The video ends with a shot of the Pixel 10 Pro.

The Instagram caption read, “When iPhone's plans run afowl, Pixel promptly generates some helpful advice,” framing the clip as both a demonstration of Gemini’s capabilities and a humorous jab at its rival.

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The release of this video coincides with Apple's iPhone 17 series launch on 19 September this year. The iPhone 17 series introduces Apple Intelligence, a suite of AI-powered features designed to enhance user experience. These include 'Genmoji', 'Image Playground', writing tools with ChatGPT integration, and live translation, all powered by the new A19 Pro chip. 

In August 2025, the Pixel 10 Pro was unveiled, showcasing Google's advancements in AI and hardware. Powered by the Tensor G5 chip, it introduced Gemini Nano for enhanced AI capabilities, including "Magic cue" for contextual suggestions and "Pro res zoom" for up to 100x AI-driven zoom. 

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Google isn’t the only brand getting cheeky. Local players are also leveraging humor and rivalry in their marketing campaigns.

Most recently, Farm Fresh stirred up social media chatter with a Cream Hauz ice cream ad seemingly taking a dig at Magnum’s iconic tagline. In a viral photo captured at a convenience store, a Farm Fresh poster sat next to Magnum’s “Stick to the original. Like a Magnum is not Magnum” ad. Farm Fresh responded with its own twist: “Like the original, tapi harga berbaloi” (“Like the original, but more affordable”).

Meanwhile, Wonda Coffee’s latest out-of-home campaign across major Klang Valley highways features music legend M. Nasir alongside its original milk coffee can drink. The billboards read: “Kopi Wonda kegemaran M. Nasir” (“Wonda Coffee is M. Nasir’s favourite”). The campaign playfully references ZUS Coffee’s recent OOH ad, which claimed M. Nasir and Siti Nurhaliza were fans but added a disclaimer that the person named was actually a mathematics teacher from Alor Setar who enjoys karaoke.

Last year, Deliveroo also joined the cheeky jab trend in Singapore. A Facebook ad used the “Yes, but” format to poke fun at competitors Grab and foodpanda, promising free or unlimited delivery but revealing limits in the fine print. The final image promoted Deliveroo Plus, offering “unlimited free delivery” for orders above SG$15, subtly highlighting its edge over competitors.

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