Based on the analysis of advertising material found on CCTV1, the general channel of China’s national broadcaster, this paper points to the apparent ‘convergence’ of state propaganda and commercial advertising screened on national television. On the one hand, the Party-state’s political agenda—particularly with regard to poverty alleviation and the turning of China into a manufacturing and innovation leader—is propagated by the very act of branding, marketing, and even selling consumer goods, thus calling on the active participation of Chinese consumers. A new type of mass mobilisation, shaped by advertising and promotional culture, is being reinvented to ring a sympathetic chord with the 21stcentury post-revolutionary consumption-driven Chinese citizen. Conversely, commercial actors appear to be ‘working towards’ the Party-state as they pro-actively reproduce state discourse—at times even to the letter—in their advertising campaigns as a way to frame the product they advertise within the context of contemporary national policies. By overtly linking specific companies and consumer goods to overall national interests the advertisements here studied call on Chinese citizens’ nationalist sentiments to incite them to consume wisely, i.e. in line with the Party-state’s political agenda. Under what I tentatively call ‘Leninist consumerism’, the vanguard role of the Party-state has thus been reinvented, no longer intending to lead a proletarian revolution, but instead to align the consumption patterns of the post-revolutionary Chinese citizen with the Party-state’s own political ambitions.