Bovril versus extracts of meat : Bovril is the substance of the beef, extracts of meat are the shadow / [Bovril Limited].
The pattern
This still is filed under Demonstration ad.
Define
The product does the arguing. The viewer sees the thing work, not a slogan about the thing working.
Mechanism
Proof by performance. The claim is the action: a visible, testable result the reader can replay.
Verdict
We can show a result in seconds
Why it works
The striking metaphor (substance vs. shadow) simplifies a complex nutritional argument into a visual concept everyone can instantly understand.
Steal this when
You need to differentiate your premium product from cheaper, lower-quality substitutes using a simple, visceral metaphor.