When you're the king, you don't have to worry about the competition and go negative. When you're the king, you can talk about experience not features.
When you're the king, you can make ads like this one from Apple:
I find the ad a little too on the nose for me (it's giving me a little too much 4 instead of 2+2, especially in the open). This is one of those odd ads that's both on-message and on-emotion, but still somehow misses the mark for me. I love that they don't talk about features or innovations, I love that they don't throw a bunch of numbers, I love the scene with the couple on the bridge laughing and taking a picture. A good brand is about the experience of the person using it, all those other things either add to the experience or don't, Apple totally gets that.
So why don't I particularly like this ad or rather, why do I think this ad isn't working as well as the sum of its parts?
Back to my first point they're giving us 4, when they should be giving us 2+2. as my friend said, the ad is trying a little too hard. I love the concept and feel of the ad, but I think the copy isn't as good as they think it is. Because the copy is framing all those other elements, the ad can't quite rise above it. I find the ad interesting, but not sure it's good, somehow it doesn't add up to the sum of it's parts.