Though many corporate ads now glibly herald an era of new competition in which employees and managers cooperate to generate greater productivity and well-being, the ads rarely acknowledge that the new competition often pits one group of workers at one corporate site against another group of workers within the same corporate system. Ford or GM don't just outsource, they often send production to other plants within their own system, whether that is in Mexico or Louisiana. As the vaunted competition within the new world order ratchets up, corporate managers are just as likely to use the fear of downsizing and outsourcing, not to mention plant closures, as a way of extracting further concessions from workers in one locality or another. Work harder, be more productive, and cause management fewer headaches, and then maybe you can hold onto your jobs. These social relations of production are almost never included in the signifiers of work, and it comes as no surprise that they are rarely included in the narratives told by corporations in their ads.
Ads usually prefer to tell stories based on consensus rather than conflict.