Dueling Ads Hawaii

Two strange ads up in the Hawaii Democratic Primary…

So Ed Case has regular folks saying they’re going to vote for him then thanks voters for thinking about their choice.  I can’t put my finger on it, but there’s something off about the ad. It’s shot in a documentary style (shaky camera moves that hint at capturing real life), but the people in it feel somewhat staged. Were they given lines to read or were the lines authentic? I can’t tell, I wonder if voters will be able to tell.  A third party validator is only as believable as they’re credible.  I don’t find these people particularly credible, but maybe that’s me.

A couple other choices I question: 1. The lack of music leaves the spot feeling rather flat, there’s no emotion too it, and that comes off in the delivery of the lines. 2. If these are real people, why not identify them?  Identifying people who are speaking helps because it makes them seem more credible, they’re real people, it’s not just some mechanic in an ad, but John Doe who happens to be a mechanic.

One element of the ad I do like is the frame of a choice. Ed Case, by acknowledging people have a choice (maybe a hard one for them) comes off as empathetic and understanding — maybe he gets it.

Mazie Hirono’s ad on the other hand decides to turn back the clock and run like it’s 2008 or 2006 or any other even numbered year George W Bush was president. Really are we still running against Bush policies?  I know it’s a Democratic primary, but somehow this ad seems out of step or at least out of date. I’m sure there must have been some polling on this (these) issue, but it just comes off as odd to me.  (And, yes, I get she’s trying to frame her Democratic credentials against the more conservative Ed Case, but it’s still feels like a throwback.) Do Democrats have to run against Bush to prove their liberal? When does that stop?

Also what’s with the two “regular” people saying her name, what’s the deal with that? They know her name? I kept waiting for them to come back and say something or anything more, it just seemed like a dangled promise that there was something else there.

So who wins this round? I’m not sure. Both ads strike me as slightly weird. Hirono’s ad has higher production values and music, but it’s about as cliche as it gets stylistically, there’s nothing interesting about it. Ed Case has a odd mockmentary flavor and is flat, but I think probably works slightly better despite it’s lack of credibility.

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