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The Things We Make, Make Us

by Donna Maria

The other day, I was working in a room where the television played in the background. I wasn’t watching, but all of a sudden, I heard this commercial playing. I was riveted, not because I like Jeeps, but because I believe in the powerful message in the commercial. Push the play button, close your eyes, and listen.

I think it’s marketing genius, don’t you? (Note the World War picture synced with the announcer’s mention of Jeep products used in previous war years.) But for the visuals, this could be a commercial for each and every one of my hundreds of IBN members. Of course I hope this ad won’t lure anyone who can’t afford a Jeep to actually purchase one. But I do hope the message of individual and family empowerment resonates deeply, and repeatedly, in the minds of every American who hears the words:

The things that make us Americans are the things we make. This has always been a nation of builders. Craftsmen. Men and women for whom straight stitches and clean welds are matters of personal pride. They made the sky scrapers and the cotton gins. Colt revolvers. Jeep four by fours. These things make us who we are.

As a people, we do well when we make good things and not so well when we don’t. The good news is this can be our right. We just have to do it. And so we did. This, our newest son, was imagined, drawn, carved, stamped, hewn, and forged here, in America. It is well made. And it is designed to work. This was once a country where people made things. Beautiful things. And so it is again.

If that doesn’t underscore the urgent need for lawmakers to create a regulatory environment in which America’s small manufacturers can thrive on a level playing field, I don’t know what does. Learn more about Jeep at their official Twitter page.

Question: What will you do to ensure that you and your children, and future generations, live in a nation where individual and family-owned businesses can live out America’s promise to be a nation of people who make things? Beautiful things?

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Tagged as: administration, advocacy, America, children, commercial, congress, cosmetics, cosmetics laws, country, craft, empowerment, Family, fda, grand cherokee, hope, ibn, indie, jeep, law, lawmakers, laws, made in the USA, manufacturing, over-regulation, pride, regulations, rules, small business, women, work

posted on July 10, 2010 ·

Facebook comments:

  • Oceangirlcollection

    This commercial is really effective, and really moves me. I am not a car lover either but all the imagery are well thought of and related and the suggestion behind each causes me to interpret on so many levels. I love the reputition of the phrase.
    'This was once a country where people made things. Beautiful things. And so it is again.'
    because that really is the point. As an Artisan , I strive to be part of this idea.

  • http://www.indiebusinessblog.com Donna Maria Coles Johnson

    Yes! That's exactly what I thought. Interesting to see a huge mega company attach their brand to the idea of people making things generally. I love it!

  • Sagescript

    I heard that commercial too and had to stop and listen to it. I knew you'd pick up on it. It is a powerful message and I do think it is one that makes us us! What we make is a reflection of who we are and so making things we are proud of is the most important thing we can do (well, ok, there are other important things too). Making things is very American too and something we should not loose as a culture.

  • http://www.indiebusinessblog.com Donna Maria Coles Johnson

    I think the powers that be do not quite appreciate us yet. I think they think that if you're not a big business owner, you must be traditional “main street,” with a job or maybe a shop owner where you sell things made by others. I think that 2010-2011 is the year of our increased visibility. I'm happy to be here at this time with you!

  • http://www.brambleberry.com/ Anne-Marie

    Brilliant ad. Amazing. I felt all goose-bumpy patriotic when I was listening to it. And, when the actual 'selling part' started, I didn't feel annoyed or gypped. That was a good commercial. The Cutwater ad agency really did an incredible job.

    I continue to be vigilant to legislation that threatens small business and act (write, visit in person, call, blog) when necessary. After all, it's from little businesses that big businesses that employ many people grow.

  • http://twitter.com/thefunksoaps Brendal Finlay

    This is an excellent commercial! I'm still very new at many things within my business, but I have started taking actions like contacting my representatives (and the IRS just today) about things that poorly affect small businesses.
    We must stand together to show our government and the people of this country that small business is important and sustaining.

    Thank you so much for sharing this!

  • http://www.indiebusinessblog.com Donna Maria Coles Johnson

    Nice observation about the sales part. In my mind, it was a welcome part of the message because it flowed so logically from the theme. You are a powerhouse when it comes to being vigilant for our industry, as well as for your customers. Your presence, professionalism and example are so much a part of this industry.

  • http://www.indiebusinessblog.com Donna Maria Coles Johnson

    Yes, we are all in this amazing space together. What a powerful force we are when we stand together!

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