I was reading an interview last night of legendary marketer Brian Kurtz. The age-old debate over which is better, long ads or short ads, inevitably came up.
But Kurtz noted that length wasn’t really the issue. The real issue is whether the ads are interesting or boring. Amen.
And when it comes to political ads and videos, regardless of length, most are boring.
Same ol’ cookie-cutter pablum. Professional voice-over. Same dull, royalty-free music in the background. Same staged shots. Standard political jargon and talking-points adored by inside-the-beltway types but which no one uses around the dinner table.
So what a welcome and refreshing change congressional candidate Jessica Taylor’s 1-minute/45-second “Put Me in the Game” campaign video is.
My favorite line…
“Like you, I’m tired of arrogant socialists like AOC, who’ve never even run a lemonade stand, telling us how we should live in Alabama and that more government is the answer.”
Also like how she says her positions “might trigger a few liberals” and refers to the “socialists in the swamp.”
Words mean stuff. And this is decidedly NOT how the professional political consulting class talks. This is how regular people – especially conservative activists – are talking to each other and on social media.
Which is one reason why the video is so effective.
And the closing “shot”? PRICELESS!
THIS is what you should be shooting for in your campaign communications. Watch and learn.
Dr. Chuck Muth, PsD
THE CAMPAIGN DOCTOR
Professor of Psephology*
* Psephology (see-follow-gee): The study of campaigns and elections