I'm Building the Ships We Need to Win" 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 models the ideal attitude for the worker. By using a first-person statement, it encourages the viewer to adopt the same sense of pride and ownership over their work.
Steal this when
You want to build identity and pride among a workforce or community.