My friend Kinan included this ad in the latest issue of his newsletter, MBRK:
The different element is the story, of course. The best story will win. A few days ago, I wrote about another great advertisement from Chiat/Day and how the agency flipped the loss of their biggest client into a story.
This format is really great in conveying the subtle differences between similar concepts that confuse people (particularly ones that will be paying for your work).
Different, but related, there’s also a great format including two different characters thinking the same thing, like this:
(More funny dog vs. cat moments here.)