In this article we offer analysis of the intersection between what is theorized as the "knowledge economy," US schools, and identity politics through our examination of a sample of print media advertisements. The thematic thread we use to tie these pieces together is the concept of smartness, which we frame as a metanarrative of truth reflected in schooling and society. In sum, 156 advertisements are examined and discourses of smartness, race/ethnicity, and gender analyzed. We discuss the ways power has shifted within the knowledge economy to privilege smart identities as representations of human capital and those representations' connections to schooling. (Contains 2 notes and 1 table.)