{
 "slug": "contrast-hook",
 "name": "Old way, new way",
 "category": "hook",
 "group": "Textual hooks (what to say)",
 "media": [
  "video"
 ],
 "checked": "2026-11-13",
 "effect": "Two states side by side let the viewer place themselves in the worse one.",
 "use_when": "Tools and methods that replace a habit.",
 "phrase": "the old way: three days in an edit suite. The new way: one take and a reference reel",
 "pitfalls": [
  {
   "text": "Position against the old way or the whole category, not a named competitor; a split screen is the standard execution.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on hooks and ideas (Motion's hook guide and 2026 creative benchmark, vendor data)"
  }
 ],
 "per_model": [],
 "external_refs": [],
 "licensed": [],
 "site_names": [],
 "related": [
  "high-contrast-hook",
  "belief-shattering",
  "match-cut"
 ],
 "rights": "own-work",
 "evidence": "practitioner",
 "source": {
  "url": null,
  "note": "Own words from Director Chair field notes on hooks and ideas"
 },
 "body": "",
 "shown_with": null,
 "url": "https://directorchair.ai/hook/contrast-hook",
 "markdown": "https://directorchair.ai/hook/contrast-hook.md",
 "prompts": {
  "chat": "Write five opening lines for a short video about [your product], for [your audience]. Use the old way, new way pattern: two states side by side let the viewer place themselves in the worse one. Position against the old way or the whole category, not a named competitor; a split screen is the standard execution. Example: the old way: three days in an edit suite. The new way: one take and a reference reel. Plain spoken language, no hashtags, no emoji. Tell me which one you would post first and why, in one line."
 },
 "licence": {
  "code": "MIT",
  "text": "CC BY 4.0",
  "third_party": "Clips and card texts inside a \"licensed\" block belong to their makers and are shown with permission and credit."
 }
}