There's nothing wrong with a little friendly ribbing, but Audi has been known to get right up in BMW's and Mercedes' faces with its ad campaigns. The latest, a 60-second spot for the Super Bowl, does it artfully, if less obviously.

Based on the 1947 children's book Goodnight Moon by Margaret Wise Brown, the commercial goes through a litany of good nights, each intended to signify the putting to bed of the Mercedes-Benz S-Class and its replacement by the Audi A8.

Think what you will of the intra-German rivalry, it's a pretty classy way to slam the competition. Some might find it treads a bit closely to Cadillac's "red blooded luxury" theme, however.