Posts Tagged ‘Montana’

Getting back into the game

September 25, 2012

Been a while since postings, part of that is I’ve been busy, but also I find it difficult to find something to post about that I’m really interested in.  Most of the ads I’ve seen are pretty standard fair. I like un-standard, that’s what I want to write about… ah well.

In the interests of posting, some quick thoughts today.

I always find the word “liberal” as a throwback to the 90’s when Republicans were using it like a four letter word. I like the graphics of this spot, they’re neat in a Matrix kinda way, though not sure if they’re adding to the message or just neat.  Also, not sure I’ve ever heard a more cranky/crotchety disclaimer.

Next up, a new Tester ad. I can’t tell if I like this ad or not. On one hand it’s a clever concept, and they stick with it.  On the other, the talking animals are a little… creepy. The first time I watched the spot, I was so caught up in animals talking, I didn’t even listen to what they were saying. Also, what format are they shooting on? For a professional ad for a big senate race, the video looks really cheap and crappy I noticed this last time, I reviewed a Tester ad). Still I give them points for trying something different.

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Do Production values matter?

April 27, 2012

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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