Pratt & Whitney defense contract print ad

The F-35 project was under fire for its ballooning budget. So how do you spin that? You make “too advanced” sound like a compliment.

Marketing analysis

This ad proudly states there’s no rule against “the unfair use of technology” in war. It turns criticism—“it’s overkill”—into a badge of honor. Sleek visuals, minimalist copy, and bold confidence reframe controversy into superiority.

Why it works

• Leans into the negative and flips it positive
• Speaks directly to pride and dominance, not specs
• Uses simplicity to convey power and credibility
• Signals “elite” without needing proof or apology

Examples

• Tesla turned range anxiety into bragging rights with “longest range EV.”
• Apple sold “overpriced” as “premium.”
• Nike makes pain (“no pain, no gain”) aspirational.
• Rolls-Royce markets excess as exclusivity.