Advertising: Made in America Resonates

Excerpt from an article in The New York Times
Thursday, February 16, 2012

Made-in-America Resonates With Marketers 

By STUART ELLIOTT

BLUE-COLLAR workers in fields like manufacturing — particularly when they make products on American soil — are again becoming a favorite subject for white-collar workers on Madison Avenue.

The trend was born of the economic worries that followed the financial crisis in 2008. Recently, it is gaining steam — appropriate, since the ads often use blasts of steam to signal something is being built — with proposals in Washington to offer incentives to encourage the location or relocation of factories in the United States.

“We continue to see very heavy emotional response to anything that would leverage against the bad economy,” said Robert Passikoff, president at Brand Keys, a brand and customer-loyalty consulting company in New York.

The trend is even extending beyond advertising. For instance, “ABC World News” is running a series of reports under the rubric “Made in America,” in which anchors and reporters celebrate a preference for buying merchandise made in this country.

The most notable moment to date in the trend came on Feb. 5, when Super Bowl XLVI was played, as marketers paid NBC tens of millions of dollars to run commercials with work themes before the game, during the game and during halftime.

Those commercials included spots for General Electric, part of a campaign carrying the theme “G.E. works,” that celebrated products like refrigerators and turbines being built in the United States; a spot that showed a bottle of new Bud Light Platinum beer being produced in a plant that looked more like a factory than a brewery; and a spot for Hyundai, featuring workers employed at its first American factory, in Montgomery, Ala.