Vintage ‘Make It in Massachusetts’ Ads Deserve a Revamp

As the Trump Administration is trying to use tariffs to bring manufacturing and other businesses back to the United States, those of us old enough to remember the early 1980s can remember when Massachusetts had a catchy jingle and an ad campaign encouraging us to “Make It in Massachusetts.”

Former Governor Ed King ran on the slogan of “Make It in Massachusetts” in 1978 to defeat the incumbent, Michael Dukakis, and launched a series of ads during his time in office to encourage more business in the Bay State.

As you can see from the video, there were many different businesses and industries – and even one SouthCoast city – shouted out in these spots.

Let’s break it down:

0:07: Hood milk in those little cardboard cartons! Why did milk taste better out of them? No need for a straw. I want to taste the carton, too.

0:10: Larry Bird sure did smile a lot more when he was still a young player for the Boston Celtics. You could probably figure out the exact year of these commercials based solely on Bird’s haircut and mustache.

0:16: I’d like to think these are New Bedford fishermen getting their cameo. The haters will say it’s Gloucester.

0:18: Dude, I hope that’s your Rolls Royce you’re slapping that bumper sticker on. Otherwise, Daddy Warbucks is going to be pretty ticked off.

0:21: How come that move worked for Pudge Fisk’s World Series home run but it never works for me when I’m bowling?

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0:24: Cue the still photos of Massachusetts celebrities.

0:36: “How is Boston going to reduce its dependence on foreign oil?” the narrator asks, as the blueprints for the Pilgrim nuclear plant in Plymouth are unfurled. Well, 40-plus years later, Boston is still pretty dependent on foreign oil, and Pilgrim was decommissioned nearly six years ago.I guess it just didn’t “make it” after all (and neither did Boston Edison).

1:02: First of Boston bank may have been the first bank in Boston, but I think it got swallowed up by Bank of America quite some time ago now.

1:14: Polaroid was making it Massachusetts back then, but now it is headquartered in the Netherlands. It still has quite a presence in Massachusetts, though.

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1:27: “Can a great city like Fall River build a whole new tomorrow?” Well, depending on who you ask, we’re still waiting.

1:47: I think the only thing memorable about Prime Computer’s 20-year existence was its series of commercials featuring Doctor Who.

2:33: Boston Gas later became Keyspan and now National Grid, but at least its colorful and iconic tank remains.

If we’re going to “Make It in Massachusetts” going forward, what should get featured in a modern-era ad campaign? You can post your suggestions under this story on our Facebook page or send us a message on our app.

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