"100 octane puts our boys on top" 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
It translates a highly technical industrial specification ('100 octane') into a visceral, life-or-death battlefield victory. It tells refinery workers or the public exactly what their specific industrial output achieves in combat.
The big idea
A fuel grade becomes a victory: 100 octane gasoline is what keeps American planes above the enemy while his planes fall in flames.
Lines from the ad
100 OCTANE PUTS OUR BOYS ON TOP!Steal this when
You need to motivate industrial or back-office workers by drawing a direct, dramatic line between their technical output and the final victory.
The emotion
Written to Pride. It makes the Say move.
It credits the refinery's own output, the 100 octane grade the workers make, with keeping American planes above the enemy while his fall in flames.
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