Beware your friends

If you longed for the good old day of negative advertising.

If you’ve said gosh they don’t make ’em like they used to….

Then this negative ad attacking Christine Quinn in the New York Mayor’s race is for you.

Gosh, from the music the effects to the overbearing narrator, this ad felt like it should be running in the 90’s. Negative ads have come a long since then, using more pointed attacks, humor, and just generally not being so overwrought with the negativity. Does the ad have some good points to make, it sure seemed like it. The quotes were all good and tough, but instead of letting the evidence speak for itself, the creators of this ad tried really hard to let you know, these were bad things (as if we couldn’t tell for ourselves).

The problem is that there’s no room for the viewer in an ad like this. They’re telling instead of showing, they’re making statements instead of asking the question. It’s a classic blunder, the first of which is never get in a land war in SE Asia, and the second is never go up against a Scillian with death on the line.

The ultimate question then is this: Does this ad help or hurt? How could it hurt? As an outside group, coming in attacking the only woman in the race, does it seem too mean spirited? Are they injecting important information into the race or are they beating up on Quinn? Again, I don’t question the validaty of their attack, just the tone. The ad is tone deaf. Better to give the quotes straight then ask the question. (Shaking my head).It’s clear the people making it hated Quinn, but it’s too clear, it seems personal, like they want New Yorkers to hate Quinn as much as they do.

To the extent that this ad sticks and the information gets through it’ll be effective. To the extend that it is seen as too negative or just plain mean spirited, it’ll backfire.

 

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