We Can Do It!" 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 projects strength, capability, and solidarity. The use of 'We' builds a sense of collective effort and camaraderie. The direct gaze and flexed bicep visually communicate empowerment, elevating the factory worker to the status of a hero on the home front.
Steal this when
You need to build internal morale, encourage a team to overcome a challenge, or create a symbol of empowerment and collective capability.