Well, if the other company is doing something bad, it wouldn't be difficult. Actually, to provide some sort of an answer to my original question, we had sort-of this style of marketing with domain registrar, i.e. "hey, we don't try to upsell you crap, don't support SOPA and definitely don't shoot elephants for fun!".
Probably because they can't name them in the ads, which would make the message rather confusing :-)