Advertising that directly mentions a competitor is always a bit risky, but this daring creation from Pepsi’s Belgian ad agency is pure genius.

pepsi Pepsi won Halloween with this clever ad

(Via Designtaxi, with a hat tip to @beastoftraal for practically writing the title.)

Update: How could Coke respond?

This (seemingly unofficial) ad posted to 9Gag strikes back quite brilliantly. Though it doesn’t appear to be an ad that Coke or its agencies created, it’s a pretty cool response.

coke ad Pepsi won Halloween with this clever ad

Thumbnail image via meunierd / Shutterstock

Thanks to everyone who sent us the 9Gag link