Posts Tagged ‘hawaii’

A tale of Two ads (in one)

July 19, 2012

A couple of posts ago, I looked at the Tammy Baldwin ad where she talks about taking care of her grandmother. That ad failed because it forgot about telling a story in favor of relying talking points. The story was really just a MacGuffin, so it rang as inauthentic.

Now we have Mazie Hirono’s ad “Determined.”

So I really loved this ad or should I say the first :30 seconds of this ad. The graphics and pictures are wonderful, and I find her story totally compelling and interesting. Because this ad is a :60 second ad it let her really unwind the story without rushing.

Unfortunately it’s :60 second ad, and they felt compelled to get back to the issues because campaigns are supposed to be about the issues. Look, I know what people tell you they way (to quote Henry Ford, “If I asked people what they wanted, they would have told me they wanted faster horses”), but values are issues, and frankly I learned more about Mazie Hirono from the “soft” first :30 seconds than I did from the “hard” blah blah blah issues back end.

The transition from story to issues was awkward too, she’s telling a pretty personal story about her mother and growing up and suddenly the narrator interrupts (and it felt like interrupting) riffing off the word “determined.”

Look the issues part of the ad isn’t bad, it’s really nicely laid out and designed.  The issues are interesting, and not the same old same old we normally hear, but it’s an entirely different ad. It’s not like a Resses peanut butter cup (hey you got your chocolate in my peanut butter, you got your peanut butter in my chocolate…). Instead of :60, they might have been better off running 2 x :30 a bio/story spot and an issues spot that built off it.

I don’t know if the second part of the ad diffuses the power of the first, but it certainly gets lost in the emotional connection of the first part. Sometimes less is more.

Advertisements

Dueling Ads Hawaii

February 2, 2012

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.

Aloha Hawaii

August 5, 2010

A real nice ad.  I like what Duke has to say, though not sure who he’s supposed to be looking at when he’s talking.  I like how the GC “Rise” stays on the screen the entire time, adding an element of curiosity to the spot. I like that they use imagery from Hawaii instead of being literal.

Great intro ad, one that uses issues & visuals to drive emotions.


%d bloggers like this: