Brands in commercials

Have you ever noticed that product advertisements on television are done very differently in America than there are in other parts of the world? Growing up in England, I realized that most commercials focused on the brand or product that they were trying to sell whereas in America, there is more focus on the comparing the brand to the brand’s closest competitor. For example, for Tide detergent, American commercials would compare Tide to Cheer and prove how Cheer doesn’t get the job done. In other countries, the point of the commercial would be to prove what a great product Tide is and evoke brand meaning for the consumer. In one, the consumer ends up buying Tide out of dislike for the competing product and in the other, the consumer ends up buying Tide because they truly think Tide is the best product out there. Both commercials get the job done (job meaning getting the consumer to buy the product), but which one is more successful?

I feel that the commercials aired outside the US are superior because they create more brand loyalty and stronger meaning maps. For example, when you mention the word to Coke to people in England, they might think of their childhood, holidays, and tradition. To Americans, the first thing they might think of when they hear the word Coke might be Pepsi, better taste, and less sugar than competitors. Which commercial tactic do you find more effective?
-Sri Reddy