For me a good marketing and advertising way when it is a creative and new idea. One example it came to my mind is the new advertisement for Mercedes-Benz and BMW. Both companies came up with Ideas that make it looks like competing with each other without pointing out to the other but everyone understands. Also, it is important to highlight and emphasizes the idea and what differentiates you from other in a way that people remember it. I could not post the link here but if you google it you will find it.