Since the late 1990s, Turkish television has been inundated with the sensational advertisements of national brands that gesture towards the contextualization of the global economic environment. During the 1990s and 2000s, “Turkishness” became, for the first time, a significant theme in the advertising industry. In advertisements for the soft drink Cola Turka, U.S. comedian Chevy Chase “becomes Turkish,” while an “American” soldier quits fighting in Iraq as a result of drinking the “Cola of Turkey.” In this paper, I explore how the Turkish advertising industry shapes and represents national identity, global culture, and local values, during the rapid globalization process in Turkey. I analyze the rise of Turkish nationalism and the reaction to globalizing consumerism, through advertisements broadcast on Turkish television stations between 1990 and 2007. I argue that the advertising industry promotes a national culture that is embedded in neoliberal capitalist marketing and mass commodity consumption. In this manner, the Turkish advertising industry constructs a Turkish national identity with consumer values at its core. I analyze the advertisements of Cola Turka, that emphasize Turkish national identity and argue that these ads attempt to articulate national brand identity, in order to find a market strategy that differentiates these agencies from their multinational counterparts. I explain how the advertising campaigns of Cola Turka positioned this brand between globalization and anti-Western nationalism. After a close examination of media texts (advertisements), and based on my ethnographic data, I argue that the Cola Turka advertising campaigns not only represent these brands as Turkey’s “high-quality” products, but also promote them as cultural commodities, through which consumers can express their national identity. In other words, these commercials deliberately offer the Turkish audience the opportunity to re-claim their national identity through their consumer choice. Therefore, the focus of this paper is to explain how the Turkish nation was constructed in these commercials, and how Turks are being constituted as consumer citizens by advertising during the production of national identity. In addition to the instrumental role of commodity consumption in nation making, I am concerned with how the marketing practices and campaigns of contemporary advertisers in Turkey construct the nation in an atmosphere of competing nationalizing and globalizing forces.