If your competitor is making a big splash with an ad campaign, sometimes you can ride their coattails for some very cost-effective exposure. For example, these Novell spots for the Linux OS. Thanks to YouTube, they don't even have to pay for media placements.
I think that making Linux a young, non-annoying woman is a great touch to counter Apple's irritating hipster avatar in the original ads.
Via Wired's Cult of Mac blog.