The Enemy works for you

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🥊 The Enemy Framework: Why High-Performance Ads Pick a Fight

Most ads try to persuade. The best ads create conflict. Customers don’t just buy solutions—they buy the chance to break free from a problem they’ve been stuck in for too long.

Without a clear enemy, your ad lacks urgency, motivation, and emotional pull. The Enemy Framework transforms your product into a movement—giving customers a fight worth joining. Here’s how to leverage it for high-impact results.

1️⃣ Find the Hidden Enemy (Not the Obvious One)

The surface-level problem isn’t enough. The real enemy is the deeper blocker—the system, false solutions, or outdated practices that have failed your audience repeatedly.

• Sleep products? The enemy is Big Pharma’s quick fixes that create dependency.
• Fitness programs? The enemy is fad diets promising fast results but leading to burnout.
• Razors? The enemy is overpriced giants pushing low-value bundles.

The enemy needs to feel personal. Customers should think, “That’s exactly what I’ve been dealing with.”

Pro Insight: According to Motion’s Creative Trends 2025 Report, successful DTC ads are increasingly adopting bold narratives and emotional storytelling to stand out. Ads built around conflict outperform by creating memorable, high-engagement campaigns.

2️⃣ Agitate the Pain—Make It Unbearable

Before customers act, they need to feel how much the enemy is costing them. Effective ads don’t just show the problem—they amplify it.

• Visual Frustration: Use videos or testimonials to showcase how the enemy fails in real life.
• Data Backed Agitation: Highlight statistics that reinforce how widespread the problem is.
• Emotional Hook: Make them reflect on wasted time, energy, or money.

“You’ve tried everything, and nothing works—until now.” Agitation builds tension, making your solution the natural next step.

3️⃣ Position Your Product as the Solution to Escape the Trap

Customers don’t want just another product—they want a way out. Your brand must offer a clear, undeniable alternative to the enemy. Sell transformation, not features. “Finally, a razor that gives you a quality shave without overcharging you.” 

Use proof like before/after comparisons, demos, and testimonials to make the solution feel real. Frame the purchase as a decision to leave the enemy behind. Customers should feel empowered by the switch.

Final Thought: Create a Movement, Not Just an Ad

The Enemy Framework isn’t about products—it’s about people. Customers want to escape frustration, align with a cause, and feel like they’re choosing something better.

If your ad can make them see the enemy, feel the pain, and believe in your solution, it won’t just convert—it will create loyal advocates for your brand.

Dive deeper into performance creative strategies with Motion’s Creative Trends 2025 Report, your essential blueprint to mastering bold, narrative-driven campaigns that dominate the DTC landscape.

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