McCain and Obama air first ads, Obama joins with Clintons
First, this web ad put out by the McCain campaign tries to highlight that Obama keeps saying no to all McCain's proposals for American energy independence. Plus to McCain for the clever contrast between Obama's "Yes We Can!" mantra and the Dr. No subtheme, but minus for running an ad based off a 46 year old movie. Yes, its Bond, which has some staying quality, but even the ad itself looks like it could have been made 46 years ago. Plus that it did not cost much to put this on the web, but minus that this was the first one, which could have been a bigger splash. Plus on reaching the older audience, minus on the younger generation he needs to reach out to as well, especially given his age.
The other ad McCain has begun running in battleground states is called "Purpose."
This ad also focuses on energy independence, which signals this could be a signature issue for him during the campaign. Indeed, he has spent a lot of time the past week focused on the topic. Plus - having his first general election ads focus on energy independence draws attention to an issue which McCain has demonstrated far more in way of ideas, attention, and bipartisanship. Minus - the ad does not cover all McCain's initiatives on energy independence and does a superficial job of alluding to them. The ad should have had a web site link on it. Plus - The ad was not as 1962 as "Dr. No", but minus, still referenced events from 40 years ago such as the space race. Minus - the "purpose" theme is a good one, but the space thing is tangentially related at best and out of date. Minus - the ad should have had people talking about pain at the pump, the rising trade deficit, the environmentalist concerns about using too much gas causing global warming, images of dependence on foreign oil supporting terrorist states and undermining national security. I could have done this much much better. It should have had quick images not of turbines, but vocalized the ideas while shooting images of things people connect to - higher gas and food prices due to our inaction on the issue, Americans being put to work in new industries (McCain has estimated his energy initiatives would create 700,000 new American jobs). When saying bipartisanship, McCain should be shown shaking hands with people from the other side of the aisle and/or pictured with both Democrat and GOP leaders together.
In short, the ad reflects the McCain team's biggeset strength and weakness as campaigners. They are great at arguing, developing, and timing issues, but they are bad at presentation. Here's an energy proposal - the McCain team should immediately work on improving presentation by including some type of flair, charisma, enthusiasm, and passion. America will never elect a boring President. A fixable problem, but an urgent one.
Aristotle said the key to persuasion rested in logos, pathos, and ethos. McCain has the reasoned argument "logos" part down. Agree or disagree, his arguments are largely syllogistically sound. The "pathos" or emotional appeal is the key ingredient that is missing here. The "ethos" or character, McCain undisputedly has as a war hero, maverick, reformer, etc. He's got so much teflon there that all he needs to do is use it more prominently in his message.
Obama spent the day at an event with Clinton in "Unity" New Hampshire. Smiling, shoulder to shoulder, the two campaigned together. Clinton threw all her weight behind Obama as she urged her supporters to not sit it out or vote McCain but to back Obama. In turn, Obama heaped praise upon both Clintons, stating that as a country "we need them, we need them badly." Obama further urged his supporters to donate money to the Clintons who are $22 million in debt after the long, bitter primary battle. Obama personally sent the maximum check amount to Clinton - $2,300. It seems clear that Obama has promised her something as well, either a Supreme Court seat, a V.P. slot, or perhaps a cabinet position to turn her around from the sharp attacks she leveled on him for the better part of a year. Clinton has gone from calling Obama too inexperienced and incapable of producing change to adopting his slogan that he represents "Change We Can Believe In."
Obama's first ad is to my mind a homerun for his campaign:
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Titled "Country I Love" Obama clearly defines himself here as loving America and states what he loves about it. He shows himself with his mother and grandparents and portrays himself as heartland America born and bred thick on values and love of country. This is a major plus because he will of course have to contend with questions about his associations with Rev. Wright, his wife's statements, his own statements disparaging small town Americans, his image as a old school elitist liberal, etc. If someone knew nothing about Obama, this introduction would give them an entirely different first impression, which makes it a plus for being his first ad. Plus on the slow piano music background, plus on the identification with industrial worker Americans, plus on mentioning his sacrifice coming out of Harvard to serve Chicago, and plus on coming across as humble. This is an ad that looks like they did many takes until they nailed it. Even the introduction where it starts with a 1-2 second pause before he starts talking and another pause after he says his name is clever as it is an effective attention capturing technique.
Minus is that Obama's ad is a bit like his speeches - great packaging without much inside. How did he help factory workers? What did he do exactly that was self-sacrificial when he came to Chicago out of Harvard Law besides beginning his political career? The images of people's homes when talking about factory jobs shows he gets our worst fears. Big plus. Whether he can be effective in protecting us against those fears is the other half of the sale that is not there. Small minus only at this time because an introduction ad is like a thesis - it can state what the campaign is about while leaving the body of the essay which fleshes it out until later in the campaign season.
Moveon.org ran the first attack ad against McCain. As a 527, they are not subject to campaign finance law restrictions that candidates are and they ran the first ad as portraying a mother talking about she loved her toddler, who McCain better not be counting on when he said we could be in Iraq for 100 years, because he can't have him. Powerful emotional ad, but completely one dimensional on a quote so often discredited by neutral fact checkers that its a bit over the top.
All said and done, score this round for Obama.
