Brands Try to Look Less American in Global Ads Amid Trump’s Trade War [Video]

Can you make my brand look less American when we advertise to Brits?

That was the nature of a request recently fielded by Luke Jonas, cofounder of Nest, a UK-based ad agency that specializes in helping e-commerce brands launch in the US and American companies market internationally.

Jonas said Fresh Threads, a proudly American apparel brand that often features hot young things skating on boardwalks of San Diego in its marketing, is working with Nest to identify British creators it can photograph lounging in London parks and English gardens for its UK push.

This move by Fresh Threads is part of a broader trend sweeping the marketing world. Huge brands like Coca-Cola and McDonald’s, and smaller companies alike, are leaning into local in their ads. Rather than playing up their American roots, many …