In the 1950's Alcoa's ads became precedent based instead of selling specific products. The Equitable Building and UN Secretariat building get used as examples of the advancement of aluminum cladding.

Now that aluminum is back to peace time production, it began seeing new uses like sheathing. Alcoa used this new usage as promotion and precedent showing what aluminum is capable of. As Alcoa is past the monopoly case, they continued to outsource fabrication and even mention the General Bronze Corporation in these ads.