I write this without knowing anything about what Obama’s focus group or internal polling research shows. I base this only on a few assumptions:
- The person who wins the election is the person voters like more. It has nothing to do with the issues unless the issue is a real hot button (e.g., something related to crime, religion, or sex).
- Assumption #1 is a little too simplistic. Voters care a bit about the issues but they can’t be bothered to know anything more than whether a candidate is “for” or “against” or “strong on” or “weak on” issues that can be summed up in one or two words (e.g., “taxes,” “jobs,” “the environment,” “national security,” or “vouchers.”)
- People buy things that appeal to them on an emotional level, not what people “in the know” tell them to like. (Witness how the highest-grossing movies are often the ones most despised by the critics, or the overwhelming amount of stuff that people put in their mouths that is bad for them.)
- People buy things that other people like them buy, especially when there is an aspect of “coolness” or “hip-ness” attached to the object (iPhones, Cabbage Patch Kids, Air Jordans).
- People prefer the devil they know to the devil they don’t know. The “more of the same” attack is not going to work all by itself.
Are Obama’s recent ads doing anything to move people his way base on the above standards? I don’t think so.
“It’s Over”: First shot shows McCain speaking forcefully. Do you really want this as the lead? Reminds me of Dukakis commercial that started with a Bush commercial, only to have Dukakis turn off the TV. Didn’t work then, won’t work now. Rest of ad complains about lobbyists in the White House. Does the concept of lobbyists hit emotional hot buttons? Doubt it. And this doesn’t say anything positive about Obama. The “His Administration” ad has a very similar feel.
“No Maverick”: Again, starts with a positive shot of McCain-Palin and then says “whoa.” Watch the ad with the audio muted. Most of the shots show McCain and Palin looking confident, with big smiles. They look like winners.
“Don’t Know Much”: Better visuals, but voters have shown consistently that they don’t really care whether the President “knows much.” Voters want to see themselves in their President, and most voters don’t know much about how the economy works either. Similar problems plague “Still.”
“Real Change”: At least it’s positive, but scores a zero on emotions. Doesn’t even have background music! Wouldn’t it have been much more powerful if instead of Obama staring at the camera telling voters what they should think, we saw voters telling Obama what they already think?
“Three Bedroom Ranch”: Laundry list. I just watched it twice in a row and I can’t remember all the points he covered. Again it’s pretty low on the emotion spectrum.
“What Kind”: Starts out well, but when it shifts to McCain it goes downhill. Again you’ve got McCain with a big smile on his face as if he knows he did something right. It takes what could be a simple concept — “better education” — and makes it too complicated. Do the voters even know what the Department of Education does? Are we going to see hordes of people in the street shouting “Keep the Department of Education! Keep the Department of Education?” Nope.
“Scranton”: Now we’re talking. Here’s a guy who likes Obama as a person. If a guy who looks like me — yes, I’m saying that race matters and if you think it doesn’t you’re deceiving yourself — if a guy who looks like me likes Obama, then maybe it’s OK for me to like Obama, too. But don’t just have Biden say this stuff. Have a factory worker, a stay-at-home-mom, and a real estate agent say it.
“Dangerous NV”: Close, really close. Love the first line: “It’s gonna be shippped here.” Sounds ominous. Has real people talking and a bunch of unflattering McCain shots. Has a clear, simple message: “McCain is for Yucca Mountain.” But I’d lose the “more of the same” tag line. Yes, it’s true that the Bush administration also supports the nuclear waste dump, but since the project hasn’t actually started yet, I don’t think “more of the same” is really on target.
Obama doesn’t have to work too hard to make some better ads. All he has to do is recycle the ones that got him the nomination in the first place.
“What If?“: The title speaks to possibilities and has an air of excitement. Obama is shown being adored by people who look just like you (voter). He looks like a winner.
“Mother”: The ad starts with “My mother died of cancer at 53.” Can you say emotion? Highlights a huge difference between Obama and McCain in a way that people can remember: “Obama is for health care.”
Obama needs to get his favorable ratings higher. And to the extent that Obama needs to bring McCain down, he can’t keep hitting McCain on issues that don’t resonate with the public or with ads that inadvertently show McCain in a positive light. Come on, Barack. You won our hearts as well as our minds nine months ago. You can do it again.