Three has responded to Virgin Holiday's cheeky hi-jack of its #holidayspam campaign, which suggested that those on holiday should not apologise for sending holiday snaps out via social channels.
In a Twitter post, Three said "We take full responsibly for @VirginHolidays spin-off advertising campaign."
— ThreeUK (@ThreeUK) July 28, 2014
Virgin then sent it's own reply, created by M&C Saatchi and Lida, showing the famous dancing pony from Three's ad enjoying a summer break.
.@ThreeUK All beach models? Try telling this guy to brag responsibly. #ShowOff with pride. pic.twitter.com/Di2gocXknx — Virgin Holidays Ltd (@VirginHolidays) July 29, 2014
Check out other examples of brand's responding to ads by rivals here.