Thursday, October 18

The New Political Advertisement



I've long been a hater of political advertising ... it makes me really not like this time of year.  I've written blog posts to prove it.

But this year seems to be different, mostly because the politicians are using different techniques to be snarky, and I at least have to respect them for their creativity.

One execution in particular has been floating around social media this week ... and it's good.  Political messaging and taking sides aside, it's just a cute creative idea.

Although it was created by folks wanting to see Obama win the election, it's labeled as if it comes from the Romney camp and it promises to provide details on Romney's plan.  The clincher is that the details are impossible to access, hence the hook (and the message).

Check it out here at RomneyTaxPlan.com.  It's the modern day version of the political ad, although so much more impactful, interactive, and some might say convincing.  Without all of that "I authorized..." fair balance.  And no robo-calling.  Yuck.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU

PS - I have to give Staples an honorable mention for jumping on the pop culture phenom of "binders" -- the brand quickly ran an online promotion featuring 30% off all binders.  Impressive.

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