Us vs them ad script template
The us-vs-them template puts your product next to the usual alternative on the same task and lets the difference show, without naming a competitor.
Best for: Products that are clearly cheaper, faster or simpler than the default choice.
The 15-second structure
- 0–2sHook. [Usual option] vs [product]. Same job.
- 2–7sThem. The usual way: [steps, cost or time, shown].
- 7–12sUs. With [product]: [the same result, faster or cheaper, shown].
- 12–15sCTA. [Price or time saved]. Try it, link below.
[0–2s] Hook: [Usual option] vs [product]. Same job. [2–7s] Them: The usual way: [steps, cost or time, shown]. [7–12s] Us: With [product]: [the same result, faster or cheaper, shown]. [12–15s] CTA: [Price or time saved]. Try it, link below.
Filled-in example: an AI meeting-notes app
- Taking notes by hand vs this app. Same meeting.
- By hand: half-listening, typing, cleaning up after.
- With the app: it writes the summary and the to-dos before you close Zoom.
- Thirty minutes back every day. Free to try, link below.
Hooks to test
- “Stop paying [price] for [category].”
- “The [old way] vs the [new way].”
- “Why is nobody talking about this instead of [usual option]?”
Tips
- Compare against a category ('the usual way'), not a named brand, to avoid ad-policy trouble.
- Show both sides doing the same task.
- Only claim what you can prove.
Format that fits best: Competitor remix. Take the structure of a competitor's winning ad and rebuild it for you.
Longer read: How to make a product comparison video.
Check your draft with the script length calculator, then check placement sizes in the ad specs.