Make Every Minute Count For Pershing. United States Shipping Board Merchant Fleet Corporation" 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 elevates industrial labor to the level of front-line combat by directly linking the worker's effort to the famous commanding general.
Steal this when
You want to instill a sense of urgency and importance in a behind-the-scenes or support role.