Do Production values matter?

Interesting ad from John Tester. It’s a total gimmick ad, but I like the concept. I think the gimmick works here because it’s on message and on emotion, the key elements for any ad, but specifically an ad that revolves around a gimmick. Tester has never seemed Washington, so telling people he packs his Montana steaks, the nice touch with the boots (and the shot of the TSA agent looking at the x-ray of the steaks) works here because it matches what we think of him already.

What I don’t like about this ad is the execution. The shots are a little sloppy, the lighting is really flat (especially at the end of the ad), even the audio sounds a little crunchy. Frankly the ad feels cheap, more like a low budget commercial, then a commercial for a US Senator. Maybe that’s a stylistic choice, but I think you can be homey without looking cheap.

A good story with poor production values still works, and I think this ad mostly works. The sloppy and cheap execution do hold it back though, it feels less real, more staged, less believable somehow. Compare this ad with the gimmick ads from Hickenlooper, those were highly produced and yet still felt intimate and personal.

So a good concept taken down by poor execution. At least they’re trying to be different.

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