Night sight can mean life of dealth. Eat carrots and leafly greens or yellow vegetables, rich in vitamins" 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
The dramatic contrast between the high-stakes combat situation (life or death) and the mundane solution (eating carrots) creates immediate urgency. The dark, gritty illustration emphasizes the danger of night combat.
Steal this when
You need to convince an audience to follow a mundane rule or habit by directly tying it to their ultimate survival or success.