Ad wars: the last assault
Updated on 04 November 2008
As Americans go to the polls, James von Leyden looks at the final volley of ads that will be ringing in their ears.
On Friday, David Plouffe, Barack Obama's Campaign Manager, told reporters that the campaign was going to open a new advertising front in the three Republican-leaning states of Georgia, North Dakota and Arizona.
Since then the Obama campaign has been in overdrive.
In the last 48 hours alone, Barack Obama's YouTube channel has put out 53 messages.
'Airplanes for Obama in Wisconsin'
Whether the messages are technically 'ads', or rather bulletins, is irrelevant. The internet has resulted in a hybrid form of communication, knocked together in hours, uploaded in minutes and aimed at galvanising supporters and undecided voters alike.
The spots have featured Jay-Z, Orlando Bloom, Matthew Broderick, Alicia Silverstone, army veterans, Joe Biden, a 7-foot 8-inch Minnesotan supporter, a Hispanic campaigner in Wisconsin... and a myriad of other volunteers in the swing states.
Airplanes for Obama in Wisconsin
is a three-minute documentary about pilots getting ready to fly a 'Vote Obama' banner on November 3rd.
'Michelle needs Colorado to vote'
In Michelle needs Colorado to vote a tired-looking Michelle Obama thanks supporters on behalf of "me, Barack, Melia and Sasha". She goes on to urge voters to get to the polling stations, to stay in line, to take a water bottle and a chair, to help others to vote "because, as Barack says, change doesn't happen from the top down, it happens from the bottom up".
Meanwhile, on television, commercials continue to spread the Obama message of change and common purpose.
'Something'
Something reminds viewers that Obama has been endorsed by Warren Buffett and Colin Powell. The ad shows Obama at his oratorical best, telling crowds "we can choose hope over fear, and unity over division".
As ever, rousing oratory is backed by hard facts. Viewers are directed to Obama's Economic Plan, available on his website.
'Freedom'
John McCain, like Barack Obama, can inspire. Freedom uses stirring music and newsreel footage of the young POW in Vietnam.
In voice-over McCain says "I have served my country since I was 17 years old, and spent five years longing for her shores. I came home dedicated to a cause greater than my own... we can grow our economy... we will cut government waste... don't hope for a stronger America... vote for one."
'Obama Praising McCain'
While trying to rouse patriotic feelings in his audience McCain continues in his efforts to discredit his opponent.
Obama Praising McCain airs footage of the Illinois senator in January 2007 praising McCain's "outstanding leadership" on greenhouse gas legislation.
The desired audience response is, presumably, that McCain has all the right ideas on green energy and that Obama can only look on in helpless admiration.
Of course, for Obama supporters, the Democrat's speech is evidence of his graciousness, of his ability to reach across party lines to acknowledge the merit of someone else's ideas.
'Robots Attack!'
After months of character assaults from John McCain, Obama's team have found humour to be an effective form of counter-attack.
Robots Attack! released for Halloween, uses footage from the 1951 horror film The Day The Earth Stood Still to poke fun at the infamous Robocalls.
B-movie style titles warn: 'This Halloween, America faces a new menace...' The ad goes on to show the robot from the original movie mouthing the words of the McCain-Palin Robocall. The spot ends with the titles: 'Defeat the robots! Contact voters now! Make phone calls... knock on doors... visit your local office.'
'Rearview Mirror'
Rearview Mirror is Obama's final attempt to ram home the second part of his campaign strategy: that a vote for McCain is a continuation of the failed policies of President Bush.
It shows a driver adjusting his review mirror as the voice-over says: "Wonder where John McCain would take the economy? Look behind you." Guess whose face appears in the mirror.
'One Day to Change the World'
One Day to Change the World is Obama's closing message: a 30-second version of the infomercial he aired last week.
It consists of a montage of different types of people from all walks of life all across the country, holding up small signs with the single word "HOPE".
The soundtrack is an Obama speech: "Every so often there are times when America must rise to be in the moment... and our moment is now... this is our moment... this is our time... to unite in common purpose... to make this century the next American century... let's go change the world!"
In a last-minute poll, 63 per cent of Americans said they were comfortable with an Obama presidency.
Much of that result springs from the consistency, in speeches, debates and every other form of communication, with which Barack Obama has managed to convince voters that he is not just a safe choice for president, but a great one.
Will the Obama brand retain its allure if he is elected?
James von Leyden is a copywriter and brand strategist.
