The power of personality

A lot of catching up to do in the pre-Super Bowl quiet….

We’ll start today with this ad from a friend of mine. I usually try not to comment on videos when I know the folks involved, but this video is worth taking a few minutes out to watch.

What I appreciate about this video beside the clever presentations is that the personality of the candidate shines through. Now I’ve never met Daylin Leach, but I imagine he’s exactly like what I see here. The gimmicks in the video add to the authenticity of the final product presenting an image of an unrepentant liberal with boundless energy, someone who is serious but doesn’t take himself too seriously.

The other day, I was on a call and someone said, “Voters are looking for cues about a candidate.” I thought that was really insightful. Watch the video again — what cues do you get about Leach?

After three minutes you feel like you know him. Now, if you met him in person or watched him give a speech or already had an opinion of Leach and what you observed or thought doesn’t match with the video (in other words the video presents an inauthentic version of the candidate), that’s when campaigns get into trouble.  The other question is does Leach’s personality so evident here come across in the other aspects of his campaign?

In other words, can the campaign present a unified vision of itself to the public? Its a theme I’ve talked about before, ads are a great medium to communicate your message, emotion and personality, but its’ not enough to communicate it, the campaign or brand has to embody it too.

Personality is great, too often campaigns run from their candidates personality, offering a watered down version of what they think voters want (consumer brands do this too). But what voters (and consumers) want is authenticity, Apple is as extreme a brand identity as any mainstream brand, it seems to do well with buyers. This video is powered by personality, and that’s a good thing.

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