The sameness of the political messages that are being run by the people running for president scares me. There isn't a concept or an idea in the bunch. The trick to building brands (and make no mistake, our candidates are brands) is to make your brand likable, honest and different. The opposite of what the current roster of candidates are doing.
Below I've excerpted parts of a few commercials. The scripts and the video direction.The ellipses are where I removed things that would give away the identity of the candidate. Less ingenuity than a Pringles conmmercial.
"Successful as a businessman...and as governor...lowered taxes and stimulated the economy. But above all...a great father, husband and grandfather...a leader who loves our nation, recognizes our challenges and has solutions to confront them."
"After college...could have cashed in. Instead (s)he fought for change, working to rebuild an area torn apart... making people’s lives better. Cutting taxes for workers and winning health care for children.”
"But who is ready to make tough decisions? The difference? Strong leadership.”
"I’ve seen what change takes. This election isn’t about choosing change over experience. Change only comes with experience. And with a war to end and an economy to fix, we’ve never needed change more, or the strength and experience to make it happen.”
speaks directly to the camera, face in close-up.
photographs. delivering a speech.
The spot begins with a montage of standard still photos
In contrast to this spot done 44 years ago. http://www.youtube.com/watch?v=63h_v6uf0Ao