Analysis:

Like I said, comparative advertising is powerful. Us vs. them framing gives people a base point to start at so they can evaluate your brand against another. The line “Body Wash Is for Teenagers. This Is for Men.” creates a psychological divide that makes you choose a side. Are you still using neon goop from a plastic bottle like a teenager, or are you a grown-ass man with standards? Make your audience feel like the person they want to become (if that’s the goal of the ad/product), and you’ll see 2x better results. Pro tip: us vs. them ads don’t need to call out a brand; they can call out a different product type or the industry “standard”.

How you can apply it:

1. Draw a line between old habits and your product. Create a “that’s for them, this is for you” dynamic.

2. Leverage identity and maturity. Speak to the person your customer wants to be.

3. Use contrast in both copy and visuals: ugly vs. premium, weak vs. strong.

4. Tap into sensory language, make your product feel and smell better just by describing it.

5. Keep it bold, clear, and factual.

Prompt:

Create an ultra-realistic, cinematic static ad image for Dr. Squatch using a 1:1 aspect ratio. The visual should feature a humorous but high-contrast comparison between a generic neon green body wash bottle and a rugged Dr. Squatch bar of soap. Place the cheap plastic bottle slightly tipped over, leaking fluorescent liquid onto a slick, sterile white shower tile or countertop — visually unappealing and almost cartoonish. Beside it, contrast with a Dr. Squatch bar (e.g. Pine Tar or Alpine Sage) resting confidently on a rough, natural stone slab or dark slate soap dish. The bar should look textural, earthy, and substantial — like something you’d find in a cabin, not a dorm room. Use moody, masculine lighting with warm shadows to dramatize the contrast between the two products. Overlay the headline in bold, clean sans-serif type near the top or center left: “Body Wash is for Teenagers. This is for Men.” Optional subheadline beneath: Smell like nature. Not a soda can. Add the Dr. Squatch logo in the bottom right corner. The tone should feel elevated, a bit irreverent, and 100% Squatch — embracing natural masculinity with a wink of shame-based humor