Direct comparison that makes competition the foil.
"What truth about the competition benefits us?"
Work through these questions to generate ideas:
Ideas in this space might look like:
"What truth about the competition benefits us?"
Personifies the competitor (PC) and your brand (Mac) side-by-side so the comparison is the narrative engine, not a footnote.
Uses the competitor’s locations as the trigger: users had to go near McDonald’s to unlock a BK deal, making the rival the foil in the mechanic.
Runs a head-to-head ‘blind taste test’ against Google search results, using direct comparison as proof rather than brand claims.
