File-sharing service WeTransfer has been the top dog for some time now, but it's not without its faults. From annoying download timeouts to AI controversy, it's about time we had a usurper, and rival brand Smash is here to take its place.
In a series of cheeky ads, the new file-sharing service uses clever copywriting to playfully challenge its popular rival. While I'm not typically one for brand war advertising, the sheer gutsiness to take on a huge brand like WeTransfer has won Smash my utmost respect – if you're going to start brand beef, this is how you do it.
