There’s a competitive gene in everyone. We all remember those times a family game of mini-golf turned ugly or when the best of three tournament in Mario Kart quickly became an all-night, thumb-numbing affair (we’re looking at you, Rainbow Road). The spirit of competition is alive in almost everything. The most popular shows are always put against each other in polls, and then again against the winner of this same poll from a generation earlier. Some of those shows are even based around people competing with each other, completing the circle. It isn’t much of a surprise that this same drive found a home in marketing and advertisement.