What Will Obama Do With His 30-Minute Spot?
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From Guest Editor, Jeremy Greenfield
I’m not gonna lie, America: I’m scared. Barack Obama’s infomercial/World Series pre-game broadcast could be a game-changer in this election. Supporters of Obama have got to be afraid that he’s going to blow the election when he’s so far ahead with so little time left with a professorial snooze-fest. John McCain supporters have got to be worried that this will be the final (perhaps merciful?) nail in the coffin. Me, well, I’m not a Democrat or a Republican. I’m a hypochondriac. What I’m afraid of tonight is overexcitement; it’s bad for my as yet unidentified stomach condition. Very worrisome.
But that doesn’t stop me from being able to speculate on what the Obama camp will do tonight; my carpal tunnel might stop me, but, don’t worry, if I get tired, I’ll stop and stretch. As I see it, there are a few distinct directions Obama could go in.
Jerry Lewis-Style Telethon/Variety Show
Keith Olbermann hosts. John Tesh, Aretha Franklin and Wayne Brady headline. Special guest appearances by Steve Martin, Coldplay, Natalie Portman, Natalie Portman’s Shaved Head, Paris Hilton, Hilton Als, Al Roker, the Grim Reaper, Madonna, A-Rod, puppets, the subprime meltdown, the bailout, foreign oil and Seth MacFarlane. Obama and Biden will come onto the stage for the final song, which will be “We Are the Champions” by Queen, performed by the Jonas Brothers. $153 million dollars will be raised in the telethon.
Inside the Actors Studio With Barack Obama
James Lipton, wearing all black, asks Obama pointless questions about his acting experience and what it was like to work with William Ayers and “terrorists who would target their own country.” Obama wears all black, too, and blends into the background. James Lipton cements his reputation as an insane person by spending Obama’s 30 minutes seemingly talking to nobody.
Obama Campaign Ad LOLcats Mashup
30 minutes of Obama talking points and campaign ads mashed up with LOLcats and other interwebz memes. Epic win. Election over. McCain: Pwned.
SNL Weekend Update Thursday
Ratings for this new show have been fantastic. And, let’s face it, those elitist, New York liberals at NBC studios are clearly all in the Obama tank. Why not let them rip the opposition on the Obama dime?
What He Should Do…. World Series, Game Five Analysis
Why risk his huge lead in the polls and the presidency with anything but what the people want. And what do most of the people who are tuning in at 8pm on a Wednesday in October want? They want baseball. I want to see Obama and Joe Buck talk baseball for 30 minutes. Because, in the end, Obama knows that a lot of the undecideds are going to make an impetuous vote on election day likely based on who they would rather have a beer with. And who better to have a beer with than the guy you watched talking sports before the big game.
What Will Likely Happen…. An Extended Political Commercial
The commercial will be well-done enough to keep people engaged. There will be special guest appearances by Bill Clinton, Warren Buffet and other luminaries of this political season talking about why you should vote Obama on election day. At the end, Obama will make a live speech to the nation looking very presidential. Fin.
And what purpose with this serve? The debates had little impact on polls. Many of the gaffes and crises have also done little to alter what is looking more and more like a fait acompli. Like a 30-year-old guy not interested in commitment dating a 30-year-old woman who has wet dreams about wedding invitations, Obama is running McCain’s clock down. The ad will be talked about all week and the polls won’t move. By Saturday, McCain will need a series of miracles, and we’re not talking the kind that allows a man of his age to pee every morning. We’re talking ‘bout Old Testament-type stuff. And McCain is old and his running mate is some kind of Christian, so maybe he’s got a fighting chance.
Jeremy Greenfield is editor of Post Advertising and a contributor to CampaignFreak (AdFreak’s election blog).
Comments
paul suggett October 29, 2008
I don’t have a vote, but I am
I don’t have a vote, but I am doing what I can to influence people to vote Obama. I really couldn’t stand 4 more years of hypocrisy, war-mongering, divisiveness and tax-cuts for the super rich. But when it comes down to it, the Obama camp has been slammed by all the negative ads of late, even though McCain said he’s play fair. And it’s working. I know people who think Obama is a Marxist now!
PalmerPolanski October 29, 2008
I know people who think Palin
I know people who think Palin is a great gal. Ugh! Well I just saw John King and his magic map and he says Obama has a big lead. I just hope hes right.
Realist October 29, 2008
He is a marxist/socialist and
He is a marxist/socialist and you shouldn’t believe his smooth talking. He’s going to ruin this country more than it already has been.
He’s wasted so much money on this campaign it’s unbelievable.
How can you trust a man that doesn’t even trust America’s Constitution.
Wasted air time in my opinion.
johnmccain.com
bilbo October 30, 2008
Well, from the East coast I
Well, from the East coast I can tell you what I saw…a very well-produced infomercial full of struggling people just looking to regain an America with Dad’s pension and Mom’s health coverage. The fact is, we all need to work harder for what we get today – regardless of where we fall in the economic spectrum – and no political candidate can change that. My prediction, this media event will fortify the faithful, but raise eyebrows among the centrists…overall, a bit too slick (in a treacle sort of way) and full of platitudes that will be difficult to achieve.
Andrea October 30, 2008
Obama has been named AdAge’s
Obama has been named AdAge’s Marketer of the Year. No one can dismiss the importance of advertising, especially in politics when the future of America is on the line. He needs to reinforce and REINFORCE the things for which he stands. I think most (given the polls) can agree that four-plus years of a better America is worth, now, a few bucks spent on the campaign.
Realist October 30, 2008
Is it great advertising if
Is it great advertising if you’re spending 3 times more than your competitor and not winning the race by the same margin?
hmmm….sometimes it goes back to the old saying, “it doesn’t matter how much advertising you use, stinky shoes don’t sell”
or 3 times as much lipstick…
Jeremy Greenfield October 30, 2008
Realist—
You should check
Realist—
You should check FiveThirtyEight.com for accurate poll coverage. I think if you looked at Obama’s capturing of previously undecided voters that you’d see he is taking them at a ratio much closer to 3-1 than the almost 1-1 ratio among all voters in the election (more like 1.2-1, but who’s counting?).
But, more importantly, we were talking about Obama’s marketing and what he could have done and what he should have done tonight in the infomercial. To me, well, to me it was an unequivocal failure: No Steve Martin in a tuxedo, no James Lipton, no Joe Buck, no Tina Fey, no puppets(!!!) and not one damn LOLcat! What was the guy thinking? God help him now. And God bless him and John McCain and all the other candidates and America. And, God, go ahead and bless your own heart, too, while you’re at it.
prince pommern October 30, 2008
my comment. no comment. cram
my comment. no comment. cram the rhetoric- ill agree with editor greenfield. guests all guests all.
miguelito October 30, 2008
I feel like the spot
I feel like the spot illustrated the ill effects of too much cash. Diehards tune in for a 30-minute infomercial. Who else did? And the press didn’t seem to bite: This morning NPR told me about the Phillies win and McCain on Larry King. The Times made me leaf to A27 to read about this historic ad buy.
He could have earned a ton of press attention and swung some undecideds by giving that cash to a nonprofit focused on easing the mortgage woes of homeowners.
Jeanie October 30, 2008
McCain should kill all
McCain should kill all first-born uninsureds and inflict 3 days of darkness on all Obama supporters.
Justin October 30, 2008
Brilliant strategy by Obama.
Brilliant strategy by Obama. You have to think that a good portion of the world series viewers never tuned into all presidential debates. With this 30 minute ad, Obama get’s his full message out there right before the election to a segment of the population not familiar with his message. As others have mentioned, this messaging effect is also multiplied by the “water cooler” effect. I’m Canadian and can’t even vote if I wanted to, but one thing for certain is I know more about Obama’s campaign than McCain. It’s tough to vote for someone you don’t know about.
madwoman October 30, 2008
I would have loved to have
I would have loved to have seen Obama sitting down with economic experts and leaders to discuss the economy in detail. His infomercial was just too slick and over-produced and did not dig deep into the issues which is what we are hearing the people want.
Oh, and go Obama!
cynical sally October 30, 2008
Madwoman: I don’t think even
Madwoman: I don’t think even some of the most intelligent people understand the complexities of the issues.an infomercial isn’t meant to flush out all the gory policy details—it’s entertainment delivered as a marketing tool, posing as information.
i appreciate your desire to get down to the facts, but politics has never been about that. that would be truly unamerican. you know what IS thoroughly american? Infotainment.
randall October 30, 2008
Obama has and will continue
Obama has and will continue to dominate the nightly news/broadcast communication until election day. A strategy to keep his coverage high. What he said.. not as important and being heard from an image standpoint. Didn’t think I heard anything new last night.. but it was 30 minutes of just Obama.. and nice not to hear how the other guy sucks.. just what he’s going to do..
Media Rocks October 31, 2008
I find it interesting that in
I find it interesting that in a period of serious economic downturn, Obama is running the most expensive political campaign in history. He’s even putting billboards in racing games on Xbox 360??!! Little much?
randall October 31, 2008
gotta spend it to make
gotta spend it to make it…
saying that we should spend less in down economic times is like all the clients that cut back on spending instead of being more aggressive. he’s winning not only because of his popularity, but because of his well-executed and funded marketing campaign. it should be an example of what can be accomplished in a down economy with increased spending.
paul suggett October 31, 2008
I love how the GOP is crying
I love how the GOP is crying boo hoo, when they’re usually the ones outspending the Dems 3 to 1. And if they had that kind of money, they’d be spending it in just the same way…although every ad would be an assault on Obama. It’s always the same – vote for me because the other guy sucks. As Al Frankin put it, the last election campaign by Bush/Cheney was all about fears, queers and smears. This time, it’s terrorists and Marxism and hatred of the US and…well, the list goes on.
Johan October 31, 2008
it has been interesting to
it has been interesting to note how this political debate (as well as Apple vs MSFT ad war) has introduced narrative as model for explaining what works or doesn’t. Part of the cultural undercurrent today, that narrative thing.
randall November 3, 2008
I did an ebay search for
I did an ebay search for election “wins” materials.
Obama Wins related items: 34
McCain Wins related items: 0
One day before election.. obvious where the confidence is at.