Yesterday's Trust Campaign

The “Yesterday’s Trust” campaign for Central Semiconductor was designed to resonate with senior leaders in electronics manufacturing — gray-haired veterans who remember the industry’s hayday of reliable partners supplying reliable products. The tagline, “Tomorrow’s efficiency, now available with yesterday’s trust,” captured the spirit of the campaign, promoting Central’s new line of discrete semiconductors, including GaN FETs, as both modern and dependable.

I was addressing a key concern in the industry: the erosion of trust caused by the prevalence of overseas component sourcing, particularly from China. By emphasizing Central’s U.S.-based manufacturing and traditional approach to partnerships, the campaign delivered a powerful message that really stood out.

Ads ran exclusively in SAE International’s classic magazines, Tech Briefs and Aerospace & Defense Technology. The decision to make this a print-only campaign isn’t something I agreed with, since there are digital channels connected to this demographic. Choosing not to use them did directly demonstrate the old-school charm we were advertising, though.

Besides, I couldn’t argue with the results.