It means “You are Germany,” and it’s a rather odd, pointless, 30 million Euro  media campaign — complete with its own cute little logo — that’s just kicked off in Germany.
The campaign’s organizers — a consortium of “over 20 German media enterprises… together with advertising and public relations agencies” — explain :
The message: every individual needs confidence in his own strength and capabilities.
A positive self image is an important prerequisite for our economic and cultural development. The campaign invites you and everyone else in Germany to dare something new and to participate with fresh elan.
This ostensibly puts the media organizations in the vanguard of those “working for Standort Deutschland” — Business Location: Germany. One ad series  says “You are [famous German]”, from Goethe to Helmut Newton to … wait for it … Albert Einstein — who had to leave Germany for the U.S! So much for “Standort Deutschland.”
I suppose this is all kind of harmless, but I would find it more than a little patronizing, too. Apparently, some German bloggers agree; Tobias Schwarz (“almost a diary,” “Fistful of Euros”) has even started another blog  about it (this one in German), and Johnny of Spreeblick  has developed a Photoshop countertemplate. One of his own sendups features former chancellor Helmut Kohl  musing about his stubborn refusal to go with the crowd and obey election finance laws.
In “You are complaints: mixed echo “, Schwarz googled around German blogs to try to gauge reaction. He found ample criticism, but also considerable support for the campaign: “enthusiastic … it was high time,” “touching,” “really impressed.”
Elsewhere, Anke Groener  says that “a new name can give a bar new life,” citing the Clinton 1992 campaign as an example of a successful campaign that was as much about intangible atmospherics as it was about policy. I think that campaign was a teensy bit more policy oriented than that — but even if the atmospherics were important, at least it culminated in the tangible outcome of electing someone who then measurably did the job. This campaign, on the other hand, seems mainly designed to say “buck up, Deutschland! If things suck, maybe it’s your fault.”
It’s a little disconcerting to see Germany heading down the PR/self help/motivational route that’s always seemed one of the phoniest parts of American life to me. Not that PR and what not are all that foreign to Germany, but I can’t recall a campaign quite like this one.
But relax, America! If Germans want to pull even with us when it comes to empty public relations schtick, they’ve got some catching up to do. Exhibit A: Karen Hughes on tour in the Middle East . They’ve got nothin’.