THIS IS YOUR FIRING LINE!" 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
Elevates civilian labor to the status of military combat. By crossing out "GIVE" and writing "Slow" in "DON'T GIVE UP THE SHIP.", it cleverly adapts a famous naval battle cry to industrial production.
Steal this when
You need to motivate back-office or support staff by connecting their routine work directly to the organization's ultimate mission.