In the Face of Obstacles - Courage. Infantry. United States Army" poster
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
It presents a highly realistic, terrifying battle scene, using the word 'COURAGE' to redefine what the viewer is seeing. It builds deep respect for the infantry branch by showing the extreme conditions they endure.
Steal this when
You want to build profound respect or brand equity by showing the harsh realities your people face and overcome.