63 Us vs Them Ad Examples
Us vs them ads set the product against the alternative, side by side. Browse the examples below, then see how brands pick the comparison and keep it fair.
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Top brands running Us vs Them ads
What are Us vs Them ads?
An us vs them ad sets the product against the alternative. The layout is usually two columns or two halves: on one side the brand, on the other a competitor, a generic version, an old way of doing it or doing nothing at all. Rows of features, prices or outcomes are ticked on one side and crossed on the other. The viewer is helped to decide by seeing the difference in one place. It is a visual format, and it overlaps with the contrast hook but is not the same thing, because the layout, not the opening line, does the comparing.
When to use Us vs Them ads
- Buyers in your category are choosing between a few known options, and you can show a real difference on points they care about.
- Your product replaces a habit or a category, such as disposable versus reusable, a subscription versus a one-off or a service versus doing it yourself.
- You have a clear edge on price, ingredients, materials, speed or convenience that you can state and support.
- A common objection is why not just use the cheaper or better-known option, and the answer fits in a table.
- You want a creative that does well with consideration-stage audiences who are already comparing.
Us vs Them ad best practices
Compare on points your buyer cares about
Pick the three or four rows buyers mention in reviews and comments, not the ones you happen to win. A table of trivia convinces nobody. Use competitor ads and reviews from the ad library to find the real criteria.
Keep every claim true and checkable
Comparative advertising is regulated in many places. Only compare facts you can support, use current information and avoid naming a rival unless you are sure it is permitted and accurate.
Consider an unnamed alternative
Comparing against the old way, a generic option or doing nothing avoids legal problems and often fits the buyer's situation better. It also keeps the focus on the benefit rather than on a rival.
Make the two sides easy to read at a glance
Align the rows, use clear ticks and crosses, and give each column a header. Mobile viewers will not decode a dense table.
Be fair, so the ad is believable
If the other side gets no credit at all, viewers discount the whole ad. Allow the alternative a point or two on things that do not matter to your buyer, and win clearly on those that do.
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Us vs Them ads: frequently asked questions
What is an us vs them ad?
An us vs them ad sets a product against the alternative, usually in two columns with ticks and crosses. The alternative can be a named competitor, a generic option, the old way of doing it or doing nothing.
Can I name a competitor in an ad?
Rules on comparative advertising vary by country and by platform. Facts must be accurate and current, and trademarks must be used properly. Check the rules where you advertise, and consider an unnamed alternative.
How is an us vs them ad different from a before and after?
A before and after shows the same person or thing at two points in time. An us vs them ad shows two different options at once. One is a change over time, the other is a choice between products.
How many rows should the comparison have?
Three to five usually fits a phone screen. Pick the rows that decide the purchase, and leave minor differences to the landing page.
Where can I find us vs them ad examples?
The gallery above shows us vs them ads from real brands, newest first. Your AI agent can search the library for them and tell you which criteria each brand compares on.