Us vs. them comparison ads: how to make one that's persuasive and fair

The "us vs. them" ad is a two-column comparison: your product on one side, the alternative on the other, and a row of ticks and crosses filling in one line at a time. It's blunt, it's easy to read on mute, and it answers the viewer's real question — "why this instead of what I do now?"

Who to compare against

The safest and often most persuasive opponent isn't a competitor — it's the old way: "a paper diary", "editing every ad by hand", "a spreadsheet". It's relatable, it doesn't invite a legal response, and it frames your product as the upgrade.

If you do name a competitor, the bar is higher. Comparative advertising is allowed in the US and EU, but the comparison must be accurate, current, and of features that genuinely matter; the EU's rules, for example, require comparisons to be objective and verifiable and not misleading. Keep evidence for every row.

Choose the rows

• Two to six rows; four is plenty for a short video.
• Each row is a benefit, under five words: "Every format from one file", "No per-video fees".
• Only rows that are true. If the alternative also does something, don't give it a cross.
• Order them by importance — the first row gets the most attention.

Structure

1. Title: "Making a launch video" (up to seven words).
2. Column headers: "With a Skill" vs. "The old way".
3. Rows fill in one by one with ticks and crosses.
4. Hold the full table for a beat.

The video runs about five seconds — long enough to read every row.

Make it with Claude Opus 5.5 (or any agent)

The free Us vs Them Skill renders this locally:

Make an us-vs-them video comparing our planner with "a paper diary" on four rows. Only include differences that are true.

Your agent drafts the rows, reminds you to compare only on accurate, current facts, and renders MP4s in every ratio. For a visual comparison instead of a table, see before/after video ads.

FAQ

Can I name a competitor? You can, with accurate and current facts you can prove; comparing against a generic alternative is safer.

Can I change the colours of the ticks? Yes — the accent colour drives the "us" column.