We tend to like ads that promote one brand’s product without smearing another company’s goods or services, but the occasional comical jab isn’t a big deal. Like remember that classic Coke vs. Pepsi ad from 1995, the one featuring drivers from the two rival brands trying each other’s sodas? That was a great spot:

The 2018 Wendy’s Super Bowl commercial doesn’t do a comical little poke at rival fast food company McDonald’s, but instead unleashes a full broadside attack against the Golden Arches.

This commercial drives its point home with a sledgehammer (Wendy’s uses fresh beef, McDonald’s uses frozen beef, that’s the point), and from some viewers that may prompt a change in consumer behavior. But for others, like us, this ad actually casts a shadow over Wendy’s rather than McD’s because of how harshly pointed it is.