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Shinola is one of the big Detroit success stories in recent times. It’s a company that understands branding and capitalizing on the hipness and grit of Detroit. It’s part of the positive narrative of the city. It's opened stores around the world. Two presidents own Shinola watches. All impressive stuff.
At the same time, Shinola has gotten pushback over time from critics who say it's using Detroit’s blue collar, gritty image to market a watch and other luxury products few Detroiters can afford. In response, Shinola, which was founded in 2011, has often reminded people that it's civic minded and has created jobs in Detroit.
Jobs are good. In fact, the company, which makes watches, bikes and leather goods, says it employs more than 530 people. Of that total, nearly 400 are in Detroit and more than 240 of those jobs are in manufacturing.
It's great the company is here. Detroit has no shortage of real estate for new businesses to move into, be it chains or independents. I don’t subscribe to the “screw the national chains” when it comes to Detroit. All should be welcome (well, maybe except Walmart).
Still, Shinola can sometimes be a little tone-deaf.
A recent special edition watch honors Muhammad Ali, who was born in Kentucky. You’d think the company might have jumped at the opportunity to honor the hometown champ, Joe Louis, who was no slouch in the ring. The famous boxer moved to Detroit from Alabama in 1926 and went on to become the world heavyweight champion from 1937 to 1949. The Big Fist on Jefferson Avenue is a reminder of Detroit's allegiance to Joe Louis and its past.
All that brings me to this:
Each time I walk by Shelby Street and Michigan Avenue, I can’t help but notice the towering Shinola ad on the side of a building and I can’t help thinking how much it reminds me of the Bill Clinton slogan aimed at George H.W. Bush during the 1992 campaign: “It’s the Economy, Stupid.”
Rightly or wrongly, it feels like the ad conveys the same tone, a little jab at its critics. It reads:
“There’s a funny thing that happens when you build factories in this country. It’s called jobs.”
In other words, to our critics: "It’s the jobs, stupid!"
Bridget Russo, Shinola's chief marketing officer, says in a statement to Deadline Detroit:
No, that was not the intent. We’re proud of the city we are in and the people who make our products. Job creation has always been a top priority for Shinola and we wanted to celebrate our growth to over 500 employees in just a few years. This campaign spotlights Detroit and gives our team, the people behind the products, the national focus they deserve.
The company adds that it's part of a year-long national campaign "focused on highlighting not only the brand, but the job creation and ultimately the people behind the brand." It says it has run similar ads with "variations" elsewhere in the country.
Ok, so maybe I'm reading a little too much into it.
Or maybe not.
Now, about that Joe Louis watch.
