American pride takes center stage in marketing today
While auto companies such as Ford and Jeep are broadly advertising their American credentials, some power equipment companies are working to do the same. Bobcat Company and Stihl USA recently announced new campaigns promoting local heroes and American pride.
Stihl spotlights America
The new Stihl campaign, titled Made for America, spotlights “stewards of the land.” With 60- and 30-second broadcast commercials, Stihl shows professionals including smokejumpers, wildfire firefighters, ranchers, and construction workers, sometimes using Stihl tools of course.
“Whether we need to cut trees down or open up a hole in a roof so that our firefighters inside that house get some relief, we use STIHL products because they’re dependable,” says Darrell Sales, a wildland firefighter from San Jose, California, featured in the campaign. “Participating in this campaign was an opportunity for me to give back to the brand that helps my team conquer the fear of what we do on a daily basis through reliable products that work when we need them to.”
Stihl has partnered with Team Rubicon to donate $50,000 in tools and funding. Part of the donation will provide battery-powered equipment to Team Rubicon West Branch as they work to prevent and recover from wildfires. The rest will support the Ready Reserve fund, Team Rubicon’s disaster response organization.
Bobcat’s new campaign
Bobcat is celebrating community heroes through its “Work Worth Doing” initiative dedicated to recognizing and supporting individuals who are driving meaningful change and giving back to their communities.
Each hometown hero has been nominated by a local Bobcat dealer for their outstanding contributions to their communities. In celebration of these community icons and to amplify their stories, Bobcat has enlisted its Brand Ambassadors, including entrepreneur and Magnolia co-founder Chip Gaines, director and actor Josh Duhamel, country musician Justin Moore, and professional BMX rider Ryan Nyquist. While Bobcat’s new promotional effort doesn’t specifically reference “America,” its focus on country music and BMX gives this unique USA flavor.
“Bobcat products are more than just a piece of equipment; they are tools of transformation. Our ‘Work Worth Doing’ initiative showcases how Bobcat owners and operators can drive meaningful change, illustrating how a single effort led by one individual can create an extraordinary impact,” said Laura Ness Owens, Bobcat vice president of global brand and marketing. “We are proud to shine a light on others who are taking action to make a difference and inspiring others to dream bigger.”
To kick off the initiative this month, Bobcat has teamed up with Chip Gaines to surprise a deserving neighbor, a United States veteran, with a Bobcat T595 compact track loader. The recipient, Jason Shields, is the founder of Hoof Haven Sanctuary, a non-profit that rescues endangered or injured horses, rehabilitates them and provides them with a forever home.
Bobcat’s “Work Worth Doing” initiative will take place throughout 2025. Josh Duhamel, Justin Moore and Ryan Nyquist will be making surprise appearances around the U.S., visiting and rewarding people who make a difference in their communities.
