Creative campaign ads get rolling

Charlie Burr

Most campaigns lead with traditional bio spots and as a rule, they're usually terrible. Everyone remembers Novick's beer ad, but this earlier one plays off the cookie cutter approach a lot of consultants take to getting the intro ad out of the way. Campaigns love the issue and comparison spots; the intro spot, not so much.

But an intro spot can do more than just go through the motions, and the best ones manage to capture a sense of the candidate as an actual human. Below are two spots debuting this week -- one tv, one online -- that give voters a better sense of the candidates and feel less political, more authentic. Given voter sentiment, that's not a bad thing.

First, Bill Bradbury:  

Next up is Rex's first in a series of spots, and it's actually my favorite of the two.

A Ride with Rex: Leg 1 - The Rose Quarter from Rex for Metro President on Vimeo.

I ride through the Rose Quarter and down to the Esplanade each day to work. There's no doubt that it would be a different experience were it not for the work of Rex and the BTA. With this spot, you get a sense of what drives Rex and who he is as a person.

Here's to doing more than just another throw-away spot in what's going to be a challenging year. Nice work.

Comments

  • (Show?)

    At nearly four minutes, I assume this is a web video for Rex, rather than a TV spot.

  • (Show?)

    Right, as noted above "one online." Actually, I probably should have posted a link to Jesse's YouTube thing too here as an example of a campaign just kind of having fun with it. Props to Jesse for staying on message while reenacting the Kool-Aid-pitcher-through-wall routine. Sure, not likely to change the race, but still amusing and perhaps a good way to round up some volunteers.

  • anonymous (unverified)
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    Bradbury's use of a segway inside public venues bespeaks an arrogance that makes him inappropriate to be governor. The lack of an quality value structure in his campaign positions, his NW-style passive-aggressive attack campaign style, and frankly his pandering to an equally shallow metro-centric Democratic base makes his an insubstantial, hollow, vanity campaign. Charlie is a pathetic PR flak whose judgement about these things, and his transparent attempt at shilling by talking how these two spots are supposed to humanize the candidates, is laughable.

    If you're going to try to sell BS in a bag Charlie, be prepared to be known as a BS salesman.

  • (Show?)

    Wow, anon, that was a bold post. I love how you use personal attacks while removing yourself from the attacking. Such courage!

  • JHL (unverified)
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    Is "anonymous" a bot? That's the only way that post makes sense. Yeah... "quality value structure"? There must be some malfunction with the adjective generator.

    Anyway,

    I was gonnah say that I like Bradbury's ad - good personal/policy blend. But it felt like the music was a little too playful. I would like to see that ad with a slightly more serious soundtrack. But quick and to the point; I didn't feel like there was any wasted time.

    As for Rex's... cute, but I don't think he's going to win a Metro race in favor of bikes and "being a good person." (Thought those ARE both important things.) I think that it could work in a 30-second spot, but at almost 4 minutes, the only people who see it are going to be Rex Fan Club members or BO-reading wonks. Love the concept, though!

  • Jake Leander (unverified)
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    anonymous,

    Try soft music, a foot bath, and meditation. If they don't work, a hefty dose of barbiturates may be in order.

  • Bronch O'Humphrey (unverified)
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    Whoa, who put 409 in anon's coffee maker?

  • JL (unverified)
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    I'm not a Bradbury fan, but anon's scolding him for using his segway inside is moronic. Would he also scold someone in a wheelchair?

  • Jake Weigler (unverified)
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    Just to be accurate, the true first intro spot for Steve Novick was this one:

    http://www.youtube.com/watch?v=QFX1TCK_PS8

    You'll notice that aside from the humor, the ad did an excellent job at building name ID by saying Steve's name over and over. To me, that is an important criteria in a race where many folks don't know who you are.

  • JG Hitzert (unverified)
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    I also learned that a 4 minute video running on Vimeo doesn't stream very well, and I have a fast connection.

  • JD Green (unverified)
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    We Progressive Socialists will tell the sheeple when to walk, where to walk and how to walk. Then we'll tax the ground they walk on.

    US? We'll ride around on expensive Segways with our noses high in the air.

    Speaking of air, we'll be taxing that soon too as part of our economic recovery efforts.

  • Ryan McCarrel (unverified)
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    It's pretty low to attack someone who's using a creative way to get around with a disability.

  • anonymous (unverified)
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    It's pretty low to attack someone who's using a creative way to get around with a disability.

    I'm not a Bradbury fan, but anon's scolding him for using his segway inside is moronic. Would he also scold someone in a wheelchair?

    You two are both stupid and intellectually dishonest Ryan and JL. On top of that, you apparently can't read for comprehension. Which leads one to wonder if you're just typical metro-area dumbasses. To repeat:

    Bradbury's use of a segway inside public venues bespeaks an arrogance that makes him inappropriate to be governor.

    This pandering jackass made his choice of a Segway the very theme of his insubstantial, vanity campaign. It his symbolic of how many of his other ideas reflect genuinely poor choices, there are far more appropriate alternate mobility aids for people with mobility disabilities in the environment about which I was specifically and solely talking. I know, several of my family members prefer and use them. I attended a public Democratic event in a moderate size venue at which his presence on his Segway was obnoxious and came across as oblivious to the people around him. And I wasn't alone in remarking how poorly it reflected on his judgement as he puts himself out to be a leader asking people to support him.

    Wow, anon, that was a bold post. I love how you use personal attacks while removing yourself from the attacking. Such courage!

    Jeff, as much it obviously drives an egotistical loser like you bat-shit crazy: Bradbury over the last years has made it clear he's a two-dimensional politician who has little to contribute. And that means in the political economy I have something he really, really wants --- my vote anonymously cast --- while he has absolutely nothing I want. He got free advice why he's not going to get that vote. And as I said, I wasn't alone in the unfavorable reaction people around me had as a result of the entire presentation he made for himself. Moreover, these people were far from sold on Kitzhaber. The overwhelming reaction was overwhelming disappointment that Bradbury and Kitzhaber were our choices this year that very well could turn into a several percent drop in turn out in November. So Oregon Democrats have nobody to blame but themselves if we lose power (if not the governorship). So go whine to someone who cares.

  • (Show?)

    Loved the Bradbury commercial.

    As an intro it does a pretty good job of showing us the image of the sunny but determined Bradbury that he is at the many party and progressive events.

  • LT (unverified)
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    So nice to see memorable ads that are positive!

    Love the Bradbury ad.

    Thought Steve's "pull the plug" ad was better than the beer ad.

    (When friends and neighbors make negative remarks about a TV ad, is it really an effective ad even if consultants and others think it is memorable?)

  • Alisa Anderson (unverified)
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    Read pretty much this same article in Willy Week. Guess everyone likes the Brad ad.

    I'm all for discourse, even with the obvious right wing trolls, but could someone post a link to a conversation where any of the obvious teabaggers have ever, once, done anything but repeat the same points? I can't find one example of them hearing a single point made. If you must respond, what's wrong with "editor, please remove the comment spam"? Otherwise there should be one big comment area, because there's no semblance of a relationship to the subject, and it obscures any real conversation.

    Alisa in Tillamook

  • Jon John (unverified)
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    Great news. Oregon politics is up and rolling.

    http://thestatecolumn.com/state_politics/oregon.php

  • Just Saying (unverified)
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    There is something vaguely disturbing about seeing Rex with a bike helmet on when he refused to wear one the entire time he was with BTA. They had a bike safety program that encouraged kids to usee helmets (as required for kids under state law). But Rex,as BTA's leader, actively refused to set an example because he didn't "believe" in helmets. Apparently getting elected to Metro is a more important reason to compromise your values than teaching kids to be safe.

    I think that says a lot about Rex.

  • ricky (unverified)
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    I agree that Bradbury's spot is personable and clever although not a fan of his Bank of Oregon plan (I support Kitzhaber).

    I didn't like Rex's or the concept and was turned off by the goofy chuckle at the onset. Nothing to do with my thinking he isn't the best candidate for the position. As for the previous comments about the music used, somebody who worked on Rex's video needs some guitar lessons.

  • Marc Zolton (unverified)
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    <h2>First time I've ever seen Rex wear a bike helmet. Nice.</h2>

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