Mag-Lite Ads: 'It's Never Dark'

Add flashlight maker Mag-Lite to the growing number of advertisers embracing patriotic themes in their advertising.

The client, based in Ontario, Calif., last week unveiled its largest adver tising push in nearly a decade, created by Ogilvy & Mather. It features a new tagline: “It’s never dark in America.”

The work is also Ogilvy’s first significant consumer push for Mag-Lite since it won the business last February, said Joe McDonagh, co-president and executive creative director at the Culver City, Calif.,