Us vs. Them Ads: 5 Top Examples That Actually Work in 2025

Us vs. them ads can be a sharp tool when you want to stand out in a crowded market. They draw a clear line between what you offer and what others don’t, whether that’s features, outcomes, or customer experience. 

When done right, they tap into emotions, create contrast, and make your brand the obvious choice. However, if you push it too far, you risk sounding petty. You could even get flagged for policy violations.

In this article, we’ll cover: 

• What us vs. them ads are and why they work
• Popular examples
• Building great comparison ads
• Common mistakes

Let’s jump right into what ads that compare products are.

What are us vs. them ads?

Us vs. them ads are a type of comparison ad that shows your brand in a better light by contrasting it with a competitor or an undesirable alternative. It’s a way to quickly frame your offer as the smarter, stronger, or easier option, without needing paragraphs of explanation.

These ads usually fall into one of a few formats:

• Side-by-side visuals: Two columns, two outcomes. You’ve probably seen this style in product specs, screenshots, or even lifestyle shots showing “them” struggling and “you” thriving.
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• Before and after: A clear transformation, like skin improvement or a cluttered vs. clean space. This doesn’t have to compare you to another brand, just showing life before and after your product still qualifies as us vs. them, with “them” being the problem state.
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• With us and without us: This style typically has a pain point on one side and a solution on the other. It’s pretty common in UX videos or eComm carousel ads.

At their core, these ads use comparative positioning, a strategy that helps the viewer make a snap judgment about what’s better. You’re not just listing features, you’re telling a story. Here’s the problem, and here’s how we solve it better than the rest.

Comparative advertising examples are all around us. You have probably seen before-and-after ads for health and fitness-related products or services, especially on platforms like Instagram. They’re also mainstream — a great example is the Mac vs. PC “Get a Mac” campaign that ran from 2006 to 2009.

Why do us vs them ads work? 

These ads work because our brains are wired to make fast comparisons. When people see two options side by side, especially if one is clearly better, they typically don’t need to overthink the decision. It’s a classic case of framing and contrast bias. You're not just saying “we’re great,” you’re showing it in context.

That contrast grabs attention, simplifies decision-making, and boosts recall. And when done visually, it works even faster.

They also pair really well with Facebook’s targeting options. You can build audiences based on people who have liked or interacted with competitor Pages, use lookalikes of those followers, or upload custom lists pulled from competitor lead sources. This gives your us vs. them ads a sharper edge, since they show up in front of people already familiar with “them,” so the comparison clicks immediately.

But this style comes with risks. Getting too aggressive can backfire, either in tone (you sound petty) or legality (you violate ad policies). Meta, for example, doesn’t allow direct attacks on other companies or individuals. Naming names can get your ad disapproved or even your account flagged.

That’s why suggesting the comparison is often safer and more effective. Hint at the alternative, show what makes your offer stronger, and let the viewer connect the dots. Subtlety goes a long way in helping you avoid crossing the line.

5 Popular us vs them ad styles and the strategies that use them

Not all comparison ads follow the same structure. Some go heavy on product features, while others lean into emotion or lifestyle. The format you choose depends on what you’re selling and who you’re trying to convince. 

Here are five styles brands use most often:

Each format works because it creates contrast. That contrast helps people make faster, more confident decisions. Whether it’s a messy kitchen turned spotless, a laggy tool replaced by one that loads in seconds, or a bloated interface swapped for something clean, the shift is what makes it click.

But not every format works the same way for every product or audience. That’s where testing becomes key, and where tools like Bestever can make a big difference. You can upload different ad formats, test versions side by side, and let the data show you what hits hardest. Bestever breaks it down before you spend big on scale.

How to build a great comparison ad

Us vs. them ads work best when they’re thoughtful, clear, and backed by strategy, not just snark. Here’s how to build one that actually converts:

• Define your “us” and “them”: Focus on a clear, meaningful contrast. Your “them” doesn’t have to be a specific brand. It could be an outdated tool, a common frustration, or life before your product. Keep the tone sharp but respectful.
  
  
• Choose the right visual metaphor: Pick imagery that tells the story at a glance. Side-by-side dashboards, messy vs. clean homes, or unhappy vs. happy users all work if they’re easy to connect to your product.
  
  
• Make the call to action crystal clear on the “us” side: Once people see the difference, guide them to the next step. Use action-focused copy that highlights what they’ll gain, not just what to click.
  
  
• Test variations: Don’t settle for one version. Test different headlines, layouts, and framing angles. Even small tweaks can shift your ad’s performance.
  
  
• Adapt for each platform: Us vs them Facebook ads give you more room for text and static comparisons. TikTok leans on movement, voice, and speed. Tailor your creative to fit where it’s running, not just what it says.

Common mistakes in us vs them ads

Even though comparison ads can be powerful, they’re easy to get wrong. Here are some of the most common mistakes brands make and how to avoid them:

• Comparing without a clear value proposition: If the “us” side doesn’t clearly show what makes you better, the whole comparison falls flat. Take the time to think about your strategy and your copy so you can offer a clear value prop on the “us” side.
  
  
• Using vague or unrelatable “them” framing: When “them” feels like a strawman or isn’t grounded in a real pain point, the ad likely won’t resonate. You don’t need to name names, but the contrast has to feel real and relevant. It’s a good idea to also come up with a good idea of what your “them” is, whether it’s your competitors or life before your product.
  
  
• Focusing too much on negativity: If your ad feels like a takedown instead of a helpful comparison, people tune out (or worse, push back). It’s fine to highlight pain, but make sure the tone points toward a better solution, not just a complaint. Being hypercritical about competitors and naming names can earn you the anger of viewers.
  
  
• Running the same creative too long without testing updates: What worked a month ago might not work today. If your metrics are dropping, you can use tools to detect creative fatigue. For example, Bestever makes it easy to spot fatigue early so you can refresh the format or message before performance drops.
  
  
• Ignoring emotional tone: Data and features are important, but emotion is what drives action. Make sure your visuals, copy, and call-to-action all feel human and aligned with the outcome your audience actually wants.

Frequently asked questions

Do comparison ads violate Facebook’s ad policies?

Not necessarily, but they come with rules. Meta allows comparisons, but directly naming a competitor can lead to disapprovals or reduced reach. The safer route is to hint at the alternative without calling it out. If you're unsure what's allowed, reviewing actual examples in the Facebook Ads Library can give you a clearer picture of what gets approved.

What are the most effective formats for “Us vs. Them” ads?

Formats that show a clear contrast tend to perform best, like before/after visuals, side-by-side specs, or lifestyle shifts. What works can vary by product, though, so it helps to test different styles and see what drives strong click-through rates. If you're trying to figure out what "good performance" looks like, this CTR breakdown for Facebook ads is a solid reference point.

Can I name competitors in Meta ads?

You can, but it’s risky. Meta doesn’t ban it outright, but direct comparisons increase your odds of rejection. Plus, even if the ad runs, the tone can feel more negative or combative than you want. Most brands get better results by framing the “them” as a generic problem or old way of doing things instead of a named rival.

How do I test which side of a comparison ad is underperforming?

You’ll need to isolate variables, whether it’s the copy, visual layout, or how the contrast is framed. Bestever makes that easier by showing how each creative version performs, frame by frame. This helps you spot what’s working and update the weak spots without starting from scratch.

Are these better for DTC or SaaS?

Both can use them effectively. DTC brands often lean into emotional contrast, while SaaS companies may go deeper into features or outcomes. The trick is choosing the right format for your audience and testing your way into the strongest message.

How often should I refresh these creatives?

If you’re running the same ad for too long, performance usually dips. Keeping an eye on engagement and click-through data helps you know when it’s time to swap something out. If you’re low on time or creative resources, some of these Facebook Ads tools can help you quickly generate or remix new variations to test.

How can Bestever help your us vs them ad strategy?

Us vs. them ads are effective because they simplify decisions. With the right visual and message, you show potential buyers exactly why your offer is the better choice. But getting that message right, choosing the right framing, and knowing when an ad starts to lose steam, isn’t always easy. That’s where Bestever comes in.

Bestever doesn’t just tell you which ad won, it shows you why. It analyzes everything from CTA placement and hook strength to visual clarity and message fatigue. You’ll see how your ad is performing with real data and more importantly, how to fix what’s not working.

Here’s how:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's visual impact, brand alignment, sales orientation, and audience engagement. It’ll even break down each element in detail. 
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• Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant, actionable suggestions on what to do to fix it. No more guessing or wasting time — your team can start fixing those issues asap. 
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• Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you. 
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• Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to make multiple ad variations faster.
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• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Ready to build ads that make the comparison clear and actually perform? Let our team show you how Bestever helps you create, test, and improve us vs. them ads with real data behind every decision.

Try a demo of Bestever for free.