{"id":4005,"date":"2026-03-06T14:17:40","date_gmt":"2026-03-06T20:17:40","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=4005"},"modified":"2026-03-06T14:17:40","modified_gmt":"2026-03-06T20:17:40","slug":"give-me-a-passive-aggressive-brand-on-brand-snarkback","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/give-me-a-passive-aggressive-brand-on-brand-snarkback\/","title":{"rendered":"Give me a passive-aggressive brand-on-brand snarkback."},"content":{"rendered":"
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Don’t you dare look proud of that.<\/figcaption><\/figure>\n<\/div>\n\n\n

Someone tell me who willed Fast Food CEO Mukbang into existence.<\/p>\n\n\n\n

Why did Wendy\u2019s U.S. President Pete Suerken go on Xitter to very pointedly eat a Wendy\u2019s hamburger<\/a> (while very specifically extolling its quality of flat, square beef, like, dude, they\u2019re fine) and fries (dipping them into a Frosty, which is correct)?<\/p>\n\n\n\n

A better question might be, Why did McDonald’s CEO Chris Kempczinski appear to struggle with the task of eating a hamburger<\/a>, taking the tiniest bite of McDonald\u2019s new Big Arch burger in their recent online taste-test? Chris, have you hamburgered before? Or is the quality of your own burger that much of a turnoff?<\/p>\n\n\n\n

Regardless, the outcome was a series of responses from assorted fast food executives, and they didn\u2019t just come for their competitors \u2014 they came for them quick<\/em>. Numerous someones watched that video and their vision went all computery like Terminator<\/em>. I\u2019m the kind of petty person who loves a touch of brand-on-brand violence, when it\u2019s done well. So here are three other occasions when it has, in fact, been done well.<\/p>\n\n\n\n

Wyze isn\u2019t going to try to surveil your neighbors.<\/h2>\n\n\n\n

One of the lowlights of the 2026 Superb Owl\u2019s unintentionally creepy ad offerings<\/a> was Ring\u2019s ad that was supposed to celebrate its Search Party feature, locating a lost dog through the wonders of unwitting neighborhood surveillance. Ring was, at the time, partnered with Flock, a company that shares data with law enforcement agencies, turning their Search Party into more of a Sheriff\u2019s Posse.<\/p>\n\n\n\n

Ring was pretty quick to end the partnership, but the (well-earned) reputational damage had been done, and Wyze came back just three days later with their own brutal ad parody.<\/p>\n\n\n\n

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