In the United States, where comparative advertising is not only allowed but encouraged, it was only a matter of time before one of the premium brands came up with a suitably irreverent riposte to Mercedes-Benz' superb visualisation of the Magic Ride Control feature that is one of the major selling points of the new S-Class.
We won't spoil it for you by telling you any more than that the return of serve came from Jaguar, with a brilliant play on the animal angle entitled 'Cat-like Reflexes'.
We'd like to suggest that, if you haven't already seen the Mercedes-Benz 'Magic Control Ride" ad, you first click on the link and watch the original , before you scroll down for the Jaguar reply.