In a clever move just before Apple's iPhone 17 debut, Google has launched a playful Instagram video that features its Pixel phone in a light-hearted showdown with an iPhone. The scene is set in a picturesque field where the iPhone hilariously struggles to teach chickens how to sing, an amusing nod to a previous Pixel video.

The Pixel then showcases its own video of the chickens singing, crediting the creation to its advanced AI tool, Gemini, which can generate videos of virtually anything. The friendly rivalry ramps up when the iPhone jokingly inquires if Pixel also made a video of turtles managing an investment bank. Pixel responds with another AI-generated clip, eliciting a comedic “Oh no” from the iPhone as the scene transitions to turtles tackling mathematical equations.

The Instagram post reinforces the jest with a caption stating, When iPhone's plans run afowl, Pixel promptly generates some helpful advice, brilliantly framing the clip as both a showcase of Gemini’s capabilities and a humorous commentary on its rival.

As Apple gears up for the launch of its iPhone 17 series on September 19, which promises an array of new AI features—dubbed 'Apple Intelligence'—the timing couldn’t be more strategic. This new suite will include innovations like 'Genmoji,' 'Image Playground,' and advanced writing tools integrated with ChatGPT, all powered by the cutting-edge A19 Pro chip.

Back in August 2025, Google unveiled its Pixel 10 Pro, a device showcasing the latest in AI and hardware. Fueled by the Tensor G5 chip, this smartphone introduced Gemini Nano, boasting features like "Magic cue" for contextual suggestions and "Pro res zoom" that offers an impressive 100x AI-driven zoom.

But Google isn't the only brand having some fun with its marketing. Local brands are also getting into the spirit of cheeky competition.

For instance, Farm Fresh sparked discussions online with an ice cream ad that playfully ignited rivalries with Magnum. A poster displayed next to Magnum's famed tagline proclaimed: Like the original, tapi harga berbaloi ("Like the original, but more affordable").

Wonda Coffee's latest campaign showcases music legend M. Nasir, humorously echoing ZUS Coffee's earlier billboard that claimed both M. Nasir and Siti Nurhaliza were fans—a claim clarified as referring to a mathematics teacher from Alor Setar who enjoys karaoke.

Last year, Deliveroo also joined this playful marketing trend in Singapore, prompting smiles with a Facebook ad that used the "Yes, but" format to poke fun at competitors like Grab and foodpanda. Their ad promised free or unlimited delivery but revealed limits in the fine print, all while promoting their own offer of "unlimited free delivery" for orders over SG$15.

As the competition heats up, brands are finding innovative and witty ways to capture consumer attention, making the marketing landscape more vibrant and entertaining than ever.