[hluska]

I don't think seat belts are a very good example of effective ads. The first ads for seat belts started showing up in the late 1950s. By 1981, only 11% of people regularly buckled up. 11% uptake on a device that will keep you from being killed after ~ 25 years isn't particularly good. Seat belt use didn't become a big deal until State Farm Insurance sued the NHTSA (and won) in 1983.

As for the rest of your post, you're right, though you can introduce a problem without devoting hundreds of repetitive words to bashing a competitor. Talk about how hard it is to use chat in remote teams, or talk about any of the other problems with chat. That will at least get people to agree.

In this ad, greater than half the content was devoted to bashing Slack. At best, that's unprofessional. At worst, it's a very poor strategy.

If I were Slack, I'd keep an eye on whatever the hell this company is called and build the feature of it catches on.