Showing Muscle

The Obama campaign used a relatively unprecedented advertising strategy on Wednesday. Barack Obama ran a thirty minute campaign ad simultaneously across multiple networks. In the infomercial, Obama discusses his plan for the economy and for the war in Iraq. It also showcased stories of struggling families. Obama did not mention the Republican Party or John McCain at all in the ad and in the last two minutes the ad cut to a live broadcast from a rally in Florida. Conveniently the ad ran right before the World Series. While the ad did the delay the start time of the game, Fox is quoted saying that the Obama campaign did not ask for the game to be delayed.








More interesting than the ad itself is the fact that the Obama campaign has been able to raise enough money to show a thirty minute ad simultaneously across multiple networks in prime time. "It's evidence, if you needed any, that the Obama campaign has more money than there is ad time left to buy," said Evan Tracey, director of the Campaign Media Analysis Group. "This is flexing the muscles." Tracey estimates that it will cost the campaign "in the $4 to 5 million range -- at a minimum, $3.5 million" (cnn.com). This ad is the first time that a candidate for president has bought thirty minutes of time for a single commercial (sfgate.com).
Golden Gate University marketing Professor Michal Strahilevitz says that Obama's big show still "has one potential downside ... it reminds everyone that Obama has a lot more money and that John McCain is definitely the underdog" (sfgate.com). John McCain was the first to criticize the ad after it was announced.

The 2008 election has been full of surprises and innovations. It has definitely been an election unlike any other. Barack Obama's ability to do such successful fundraising on the web with small donors marks the start of a new era in campaign fundraising. This ad shows the enormous potential that becomes available to campaigns when they are able to raise so much money.


For more information:
http://www.cnn.com/2008/POLITICS/10/29/campaign.muscle/?iref=mpstoryview

http://www.guardian.co.uk/world/feedarticle/7955847

http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2008/10/29/MNV313OUNQ.DTL

http://tpmelectioncentral.talkingpointsmemo.com/2008/10/the_obama_infomercial_how_to_s.php

http://www.cbsnews.com/blogs/2008/10/29/politics/fromtheroad/entry4557522.shtml

http://www.huliq.com/3257/71725/obamas-informercial-makes-strong-statement