Deconstructing the "Us vs. Them" Playbook

We all know consumers love to compare. Before any big purchase (and even many small ones!), we're weighing options, looking at reviews, and trying to figure out the best choice. So, what if your ads leaned directly into this natural behavior?

That's where the "Us vs. Them" creative style comes in. It’s a bold, direct approach that can be incredibly effective at cutting through the noise and making your unique value crystal clear.

Today, we're dissecting this classic advertising strategy, looking at how some brands are using it brilliantly (with examples you provided!), and how you can consider using it for your own creative.

🔍 The Big Idea: Instant Differentiation Through Direct Comparison

The "Us vs. Them" creative angle isn't just about picking a fight; it's a strategic way to instantly highlight your product's unique value proposition (UVP) by contrasting it with a clear alternative. This alternative could be

• a direct competitor

• the "old way" of doing things

• a generic solution, or

• a common problem your product solves.

By drawing a clear line in the sand, you make it incredibly easy for potential customers to see why you're different and why that difference matters to them.

First, please review all the ad creatives here to get a clearer understanding.

🧱 The Framework Behind It - Key Tactics in "Us vs. Them" Ads:

Let's break down how successful "Us vs. Them" ads make their case, using the examples you shared:

1. Clearly Identify "Them" (The Contrast Point): Your ad needs a clear counterpoint for the comparison to land.

• Specific Competitor:

  • Birddogs (Ad 1) explicitly names Lululemon as "them." The ad starts with "BIRDDOGS FIXED THE PROBLEM WITH LULULEMON PANTS…"

  • The Salud image ad (Ad 2) shows its product next to a Liquid I.V. packet under a clear "US VS. THEM" title.

• Generic Category/Problem:

  • Prose (Ad 3) positions itself against "Generic brands" and "drugstore shampoo." Captions like "Prose makes your old shampoo feel like hair sabotage" and "No more one-size fits all formulas ❌" reinforce this.

  • Glamnetic (Ad 4) frames the battle against "Glamnetic dupes at the drugstore."

• Old Standard/The Way Things Were:

  • The Coterie image ad (Ad 5) shows "Old favorite diaper" next to "Coterie," implying Coterie is the new, superior standard.

2. Pinpoint the Pain/Weakness of "Them": Once "Them" is established, effective ads highlight their flaws or the problems they cause.

• Birddogs on Lululemon: "...Lululemon is 100% polyster – plastic," which makes them "look shiny" and "Too athletic to dress up."

• Prose on Generic/Drugstore Shampoo: Implies they lead to frizzy, dull, or damaged hair ("hair sabotage," "dryness, dullness, or breakage") and use "harsh chemicals." One review even states, "My drugstore shampoo was stripping my hair of its natural oils."

• Glamnetic on Dupes: The entire ad is a demonstration of the dupe's weaknesses: it's "very flimsy" (fails bend test), "one of the nails actually immediately fell off" (fails durability test), and another nail "fly away" (fails keyboard test).

• Coterie vs. Old Diapers (Implied): The visual of needing 8 "old" diapers to visually compare to 4 Coterie diapers implies the old ones are thinner, less absorbent, or simply not as "soft and plush."

• Salud vs. Liquid I.V.: The image starkly shows Liquid I.V. having "45 CALORIES" and "11G ADDED SUGARS" compared to Salud's much lower "10 CALORIES" and "1G ADDED SUGARS."

3. Show "Us" as the Better Choice (The Hero!): This is where your product looks great by fixing the problems "Them" has.

• Birddogs: Uses a "premium cotton blend," so they "look smooth and polished," "Just like real khakis," and "look great dressed up." They also highlight desirable features like "Super stretchy fabric," "Six pockets, two zippers," and being "Wrinkle free out of the dryer."

• Prose: Offers "Custom shampoo" with "powerful formulas customized to your personal hair goals," using "140+ naturally sourced ingredients" and is free from harsh chemicals. The result is hair that is no longer dry, dull, or broken, showcased through positive before/after visuals and glowing reviews.

• Glamnetic: Demonstrates its nails are strong (pass the bend, durability, keyboard, and even a "BONUS Round: Can Test"). The tagline becomes "Glamnetic for the win!"

• Coterie: The text explicitly calls them "soft and plush," and the visual suggests superior quality and potentially better value (using fewer diapers).

• Salud: Clearly healthier by being significantly lower in calories and added sugars.

4. Choose Your Tone: The "Us vs. Them" approach can be executed in various tones:

• Direct & Factual: The Salud and Coterie image ads rely on straightforward visual and numerical comparisons.

• Slightly Edgy/Challenger: Birddogs takes a somewhat cheeky, confident tone in calling out a market leader.

• Benefit-Oriented & Transformative: Prose focuses on the positive transformation and relief from common hair problems, making "them" the cause of past suffering.

• Demo-Driven Proof: Glamnetic uses a series of "tests" to empirically (and visually) prove its superiority over the unnamed "dupe."

🧠 Why This Works & Real-Life Application:

• Cognitive Ease: Our brains love shortcuts. Direct comparisons make it easier and faster for consumers to understand your advantages.

• Strong Positioning: It clearly defines what you stand for and what you stand against, carving out a distinct spot in the prospect's mind.

• Creates a "Common Enemy": By highlighting the flaws of "Them," you can resonate deeply with customers who have experienced those same frustrations, building a sense of "they get me."

• Builds Conviction: Demonstrating superiority (especially with proof points) can build strong conviction and make the choice feel obvious.

Important Considerations Before You Battle:

• Be Truthful & Defensible: All claims about your product and "Them" must be accurate, verifiable, and ethically sound. Misleading comparisons can backfire spectacularly.

• Know Your Audience: Will your target customer appreciate this direct, sometimes confrontational style, or might they find it negative or off-putting?

• Legal Review: If you're naming specific competitors, especially market leaders, be aware of potential legal challenges (libel, trademark infringement). Ensure your claims are factual and ideally backed by third-party data if possible. Disclaimers are often necessary (like Prose uses for its before/after results).

• Always Circle Back to Customer Benefit: Even when you're "attacking" a competitor, the core message must always be about how your product provides a superior benefit or solves a more significant pain point for the customer.

🤖 AI Power-Up: Generate 'Us vs. Them' Angles from Landing Pages

Want AI to help you brainstorm some "Us vs. Them" ideas by looking at websites? Try this prompt with an AI tool like ChatGPT or Gemini. You'll give it your product's webpage and a competitor's webpage.

🎯 GOAL
You are an elite Creative Strategist specializing in high-performance Meta Ads. Your task is to generate powerful “Us vs. Them” ad angles that clearly highlight our product’s unique advantages over a key competitor. These will be used in performance ad campaigns to drive conversions by strategically reframing the comparison in our favor.

🧩 CONTEXT INPUTS
Our product landing page: https://mykudos.com/products/diaper
Competitor's landing page: https://www.coterie.com/products/the-diaper
Target audience: New moms.

📦 RETURN FORMAT
Please complete each section below in clear, structured format:
1. Our Top 5 Selling Points: List the strongest benefits or differentiators found on our product page.
2. Their Top 5 Selling Points: Identify the most prominent benefits, features, or claims from the competitor's landing page.
3. 3–5 Strategic Differentiators: Compare both offers and identify key areas where our product offers a clear advantage for our target audience. Focus on functional, emotional, or convenience-based advantages.
4. Ad Angles: “Us vs. Them” Format
- For each differentiator, craft a 1–2 sentence ad angle using the “Us vs. Them” framework.
- These should be emotionally resonant, direct, and conversion-driven.
- Example format: “They lock you into one-size-fits-all pricing. We give you the flexibility to pay only for what you need.”
- Add “hooks” variation of the sentences. Punchy, shorter (3-5 words), do it for all differentiators.

⚠️ GUARDRAILS
✅ Base all insights strictly on what’s present in the landing pages
✅ Focus on clarity, persuasion, and emotional resonance
✅ Do not fabricate claims – highlight what’s meaningfully better or more relevant for the customer
✅ Use casual, conversational tone suitable for Meta ad copy (no corporate jargon), ideally mimicking a real customer review

🧑‍💻 AUDIENCE
Your output will be used by performance marketers crafting direct-response creatives for Meta (Facebook & Instagram) campaigns.

Example AI Output (Imagine "Us" Kudos, and "Them" Coterie), and here is the link to the GPT conversation.

✅ OUR TOP 5 SELLING POINTS (Kudos)

1. The only disposable diaper lined with 100% cotton (vs. plastic) – naturally hypoallergenic and gentle on skin.

2. OB/GYN-approved – designed with doctors to ensure safety and skin-friendliness.

3. Plant-based materials where it matters most – 4x more plant-based materials than standard brands.

4. Earn rewards for every diaper change with Kudos Cash.

5. Better for baby, better for the planet – sustainability without sacrificing performance.

❌ THEIR TOP 5 SELLING POINTS (Coterie)

1. "Superior performance" diaper – fast-wicking, high absorbency, leak protection.

2. Soft like fabric – promises comfort and premium feel.

3. Up to 12 hours of leak protection – strong nighttime performance.

4. Fragrance-free, hypoallergenic, dermatologist-tested.

5. Sustainability-focused, including carbon offsets and responsibly sourced materials.

🎯 5 STRATEGIC DIFFERENTIATORS

1. Kudos is the only diaper lined with 100% cotton. Coterie uses polypropylene (plastic) as the top layer.

2. Kudos is OB/GYN approved. Coterie makes general claims like “dermatologist-tested” but lacks physician endorsement.

3. Kudos offers a rewards program (Kudos Cash). Coterie does not mention any loyalty or rewards system.

4. Kudos clearly calls out higher plant-based material usage (4x more). Coterie is vague about % of sustainable materials.

5. Kudos connects emotionally with “real parents” and emphasizes transparency. Coterie leans on luxury performance but feels more corporate and sterile.

🧨 “US VS. THEM” AD ANGLES + HOOKS

✅ DIFFERENTIATOR 1: 100% Cotton vs. Plastic Lining

Ad Angle: They put plastic next to your baby’s skin. We use 100% breathable, OB/GYN-approved cotton – because your baby deserves better than plastic.

Copy Variations:

• The Cotton Difference

• Bye Plastic, Hi Cotton

• Only Cotton Touches Skin

✅ DIFFERENTIATOR 2: OB/GYN Approved vs. Dermatologist-Tested

Ad Angle: They’re dermatologist-tested. We’re OB/GYN-approved. When it comes to your baby’s health, we don’t just test – we obsess.

Copy Variations:

• OB/GYN-Approved

• Designed by Docs

• Baby Safe, Doctor Backed

✅ DIFFERENTIATOR 3: Rewards Program vs. None

Ad Angle: They just sell you diapers. We reward you for every change – earn Kudos Cash with every box.

Copy Variations:

• Rewards for Parents

• Get Paid to Change

• Diaper Points = Perks

✅ DIFFERENTIATOR 4: Clear Plant-Based Claims vs. Vague Eco Marketing

Ad Angle: They say “sustainable.” We show the receipts: 4x more plant-based materials than leading brands – and we’re proud of every inch.

Copy Variations:

• Real Green Diaper

• Facts, Not Buzzwords

• Eco with Proof

✅ DIFFERENTIATOR 5: Real-Parent Brand vs. Luxury-Lifestyle Aesthetic

Ad Angle: They feel like a luxury brand. We feel like your mom-friend who did all the research and made the safer choice.

Copy Variations:

• Real Mom Energy

• Parent-First Design

• Trust > Trend

💣 Value Bomb

The fastest route to an "Us vs. Them" angle? Complete this sentence for your brand: "Tired of __________ (the #1 problem/flaw with 'Them')? We __________ (your specific solution/benefit that fixes it)." This simple framework can often reveal a compelling core message.

🛠 Tactical Tip

If you're exploring an "Us vs. Them" ad strategy, start with a simple two-column chart:

• Left Column: "THEM" (List the specific competitor, generic product, or old way). Underneath, list 3-5 key weaknesses, common customer complaints, or negative attributes.

• Right Column: "US" (Your Product). For each weakness you listed for "THEM," write down your specific feature/benefit that directly counters or solves it. This chart becomes your internal messaging blueprint, highlighting the sharpest points of contrast to build your creative around.

👋 Closing

The "Us vs. Them" strategy is definitely a bold move, but when executed thoughtfully and authentically, it can be an incredibly effective way to cut through the marketing clutter, clearly define your value, and win over customers looking for a better solution.

What are some of the most memorable "Us vs. Them" ads you've seen lately? I'd love to hear about them – hit reply and share!

Catch you on Friday for our regular AI Prompts edition!

To the next one, Tomasz.