Podcast Summary: Under the Influence with Terry O’Reilly

Episode: S11E24 – Arch Enemies
Release Date: June 18, 2022
Host: Terry O’Reilly
Podcast Network: Apostrophe Podcast Network

Overview

In "Arch Enemies," Terry O’Reilly delves into the enduring world of marketing rivalries, exposing how brands use their feuds to captivate audiences, generate buzz, and often, drive business success. From legendary cartoon duels to real-world fast-food snark, O’Reilly peels back the curtain on the strategies behind brand-versus-brand warfare—revealing not only the tactics, but the psychology, creativity, and humor that animate these commercial battles.

Key Discussion Points & Insights

1. The Archetype: Spy vs. Spy and the Power of Rivalry

[04:22-13:13]

• Antonio Prohias’s Story:

  • Born in Cuba, faced political turmoil, labeled a spy for criticizing Fidel Castro, and fled to the US in 1960.
  • Created Spy vs. Spy for Mad Magazine—a wordless comic strip about two indistinguishable spies locked in endless inventive conflict.
  • Prohias’ backstory mirrors the strip’s theme: intelligence vs. counterintelligence, comedy vs. cunning.

• Key Insights:

  • “We never knew what the feud was all about... We never knew who was good and who was evil.” (Terry O’Reilly, 07:56)
  • The cartoon’s silent simplicity (no words due to Prohias’ limited English) was its genius.

• Memorable Moment:

  • Prohias included his signature in Morse code under the cartoon’s title.

• Spy vs. Spy serves as an allegory for how brands never fully defeat each other—they’re locked in an endless, attention-grabbing dance.

2. Burger Wars: McDonald’s vs. Burger King

[13:13-22:34]

• Burger King’s Whopper Detour Campaign:

  • BK offered $0.01 Whoppers to app users, but only if they were at a McDonald’s location (geofenced).
  • The stunt generated 1.5 million app downloads in 9 days and a 37:1 return on investment.

• Quote:

  • “Offering $0.01 Whoppers to people at McDonald’s was an incredibly bold idea.” (Terry O’Reilly, 17:44)

• Troll Advertising:

  • Burger King’s ad at the German premiere of Stephen King's IT:
    • As the film ended, a white spotlight read “The moral is, never trust a clown,” followed by the Burger King logo, riffing on Ronald McDonald.

• Print Ad Highlight:

  • A McDonald’s sign altered from “Billions Served” to “Billions Swerved”—a cheeky jab at its rival.

3. Creating a Nemesis: Ronald McDonald & The Hamburglar

[22:34-26:44]

• Backstory:

  • Keith Reinhard (of DDB) wanted to make Ronald McDonald more heroic by giving him a nemesis.
  • Inspiration struck: “The word burger sounded like burglar… Hamburglar.” (Terry O’Reilly, 24:33)
  • Hamburglar’s design: convict stripes, mask, and hat—a classic yet fun adversary.

• Quote:

  • “That fun feud…would play out in dozens of commercials from that day forward.” (25:46)

4. Wendy’s vs. McDonald’s: The Mixtape Battle

[26:44-29:38]

• Wendy’s “We Beefin?” Mixtape (2018):
  • Dropped original rap tracks lobbed at McDonald’s (“Clownin’” and “Rest in Grease”), plus shots at Burger King and KFC.
  • “Leave you shame, make you run back to circus so late / that’s cold game but what you expect from trying to play / Won’t say no names but you a Clown, get it? Okay.” (“Clownin’”, 28:08)
  • Viral success: #1 on Spotify’s Global Viral 50, #3 on iTunes hip-hop.

5. Pepsi vs. Coke: Slamming the Competition at the Super Bowl

[29:38-33:00]

• Super Bowl Commercials as Rivalry Stage:

  • Inspired by Apple’s 1984 ad, Pepsi went big in 1985, running “Archaeology,” which imagines a future where Coke is forgotten.
  • “What is it? I have no idea. The choice of a new generation.” (Pepsi ad quote, 32:34)

• Outcome:

  • The ad was a massive hit, cementing the Super Bowl as the premier battleground for rival ads.

6. Domino's vs. Subway: Taste Tests and Legal Moves

[33:00-36:15]

• Domino’s Launches Oven Baked Sandwiches:

  • Blind taste tests showed Domino’s outperforming Subway 2 to 1.
  • Subway protested legally; Domino’s CEO theatrically burned the cease & desist letter in an ad.

• Quote:

  • “Everything’s better when it’s oven baked.” (Domino’s CEO, 35:22)

7. DHL vs. UPS: Stealth Guerrilla Marketing Stunt

[36:15-38:55]

• Thermo-reactive Package Prank:
  • DHL’s black packages revealed “DHL is faster” as they warmed up, forcing competitors to deliver DHL’s message for them.
  • Not officially admitted—possibly the work of a “rogue ad agency”—but regarded as a brilliant checkmate.

8. The Psychology and Rules of Rivalry

[38:55-41:27]

• Strategy:

  • The dominant brand rarely acknowledges challengers, as engagement can backfire (Coke’s “New Coke” disaster after responding to Pepsi).

• Quote:

  • “An enemy defines you... That conflict can create interest, and interest can get people off the fence to choose sides.” (Terry O’Reilly, 40:10)

• Enduring Duel:

  • Like Spy vs. Spy, brands are locked in an “eternal standoff.”

Notable Quotes & Memorable Moments

• On Spy vs. Spy:

  • “The sweetest revenge has been to turn Fidel’s accusation of me as a spy…into a money-making venture.” – Antonio Prohias (paraphrased, 11:57)

• On Rivalries:

  • “There are many archenemies in the world of marketing. In some categories, it’s a flat out battle. Coke versus Pepsi. Burger King versus McDonald’s. Apple versus IBM. The number two brand is always pecking away at number one.” (13:03)

• On Creating an Enemy:

  • “He needed a nemesis, an archenemy… He called his art director…’Hamburglar.’ It was the perfect villainous name.” (24:33)

• On Interest:

  • “An enemy can give you a wedge. It lets you draw a line in the sand.” (40:12)

Important Timestamps

• 04:22 – Introduction to Antonio Prohias and Spy vs. Spy
• 13:13 – Burger King’s $0.01 Whopper “Detour” campaign
• 17:44 – Boldness of the Whopper Detour, impact stats
• 20:10 – Burger King trolls McDonald’s after “IT” movie in Germany
• 22:34 – McDonald’s gives Ronald McDonald an enemy: The Hamburglar
• 26:44 – Wendy’s launches “We Beefin?” mixtape
• 29:38 – Pepsi’s Super Bowl “Archaeology” ad takes aim at Coke
• 33:00 – Domino’s sandwich taste test and legal spat with Subway
• 36:15 – DHL’s ambush marketing against UPS
• 38:55 – The function and rules of rivalries in branding
• 40:10 – How enemies define interest and drive consumer choice

Tone & Style

Terry O'Reilly's narration is wry, humorous, and rich in storytelling. He uses anecdotes, historical context, and industry wisdom to keep the material fresh and engaging, peppering the episode with memorable quotes and punchlines.

Summary

In "Arch Enemies," Terry O’Reilly unpacks how brand rivalries—from fast food giants to soda wars—are both marketing battleground and entertainment theater. He shows that, much like Spy vs. Spy, competitors need each other to help clarify their own identities and trigger public interest. The result: An engaging exploration of how conflict, creativity, and a little bit of mischief are good business when you’re fighting for hearts, minds, and market share.