Friday, September 23, 2011

Rick Perry's Proven Leadership Ad

A friend of mine recently sent me a link to this new ad for Rick Perry. The ad is certainly dramatic and chock full of startling imagery and movie-preview style music. I personally was waiting for a green preview screen at the end.

The ad is 1 minute and 45 seconds long -- a departure from the 30 and 60 second ads that are standard campaign fare. In addition, the ad starts off as an attack against Obama and ends with a rousing endorsement of Rick Perry -- a clear attempt to attach a positive ad to the initial negative message. The juxtaposition suggests that voters must make a choice between the failed policies of the Obama administration and the promises and hope offered by a Perry presidency.

While the design and elements of the ad are interesting in and of itself, the important thing about this ad and others will be their viral reach. This ad is clearly meant for television viewers in early primary states like Iowa, New Hampshire, and South Carolina. The true impact of the ad however will be how quickly the piece spreads on sites like YouTube and the mainstream media's coverage and rehashing of the various claims put forth in the ad. In other words, you no longer need to be watching the evening news in Iowa to be tuned into the 2012 primary campaign ad wars and sites like YouTube offer the opportunity to present longer ads that deviate from traditional time formats.

Just another way that the Internet and new media are changing the dynamics of political campaigns ...

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