Comparative Ads - 'This vs That' Ad creative
Comparative ads are the best attention-grabbing way of saying, “We are better than the rest.”
A brief factual creative that compares you to your rivals is a brilliant way of flaunting your core USPs and convincing your audience why you are better than anyone else in the industry. This creative angle can create a sense of urgency for the audience to decide and choose one option over the others. It also allows you to imprint yourself in the minds of consumers in relation to its main competitors.
One of the best ways to use this concept is to leverage your competitors’ shortcomings to your advantage - as long as you do it correctly. Comparative ads can also draw more attention to what your product provides which gives it an edge, especially if it is a lesser-known one. In addition, comparisons boost sales and conversions like no other. It reinforces a positive association with the trending brand and draws attention to its drawbacks if crafted cleverly.
Here are a few ‘this vs. that’ ads we drew inspiration from.
https://app.foreplay.co/share/ads/85lZsBtUzoznznw9HGJj?user=undefined
Elix Healing with this simple, factual static ad addresses various concerns that usually circle around solutions to period pains. The catch in this ad is that Elix compares its product to a whole different kind of product falling under the same category. Elix stays one step ahead by disregarding the need to show itself as an alternative to just prescription drugs and exhibits the product as a whole new solution rooted in herbal formulations, cheaper than new alternatives, and also addresses concerns of climate consciousness that brands are usually subjected to.
Wellnesse uses a really clever visual to differentiate their toothpaste from regular ones. A half-and-half reinforces the association with toothpaste tubes and keeps your eyes glued to the ad. Another takeaway from this ad is the use of different colour schemes to differentiate their product from the others. A dull grey background for the regular tube makes Wellnesse’s tube look more attractive even before you get to the USPs of their product. This static keeps the marketing concise with a focus on just the ingredients of the product which works really well especially if the regulars of the industry depend on ingredients considered harmful, to create their products.
Let’s talk about this static by Curology. Unlike usual comparative ads, Curology chooses to retain the positives of its ‘opponent’ and yet highlights simple facts on how and why its product is still the better choice. Again the choice of a monotone for the competitor and a minimalist yet product-focused scheme for Curology’s product makes it stand out at first glance.
LUS Brands uses an extremely eye-grabbing hook for its product in this ad. People love proof more than facts, especially if they can get it in a 60-second video. This video not only highlights the USPs of LUS Brands’ product but also showcases the results instead of leaving it to pure imagination and guessing games. This form of UGC assures genuineness and a sense of familiarity as compared to a high-production ad. The video highlights the ingredients and benefits and describes the product's results in the best way.
Honestly, This static by KeepCup is self-explanatory. Totally attention-grabbing and has absolutely no ad copy trying to convince you to buy their product. This ad's message is direct yet open to interpretations in the best ways - Be climate-conscious, use KeepCup; One cup to replace them all, etc.
Here is how we at Mocktail, made the best use of this creative concept for Perfora Care’s Electric Toothbrushes deriving inspiration from the creatives used by Autobrush and Snow-At-Home Teeth Whitening.