"Yes We Can": That Other Big Ad Last Weekend

Chaddogg:

@James - full disclosure, I'm supporting Obama right now. If Clinton gets the nomination, I'm back in my Republican home supporting McCain (making me the reason Obama's more electable than Clinton - I will ONLY vote Democratic IF Obama is the candidate, and would NEVER vote for Hillary).

I think this ad works because:

A) It puts Obama's candidacy, which is already historical, into the stratosphere of pop culture. I think pundits discount this tremendously, and certainly people don't vote for a candidate BECAUSE a celebrity supports them (see, Kerry 2004). But Obama is, in many ways, a BRAND - the idea that it is time to turn the page on the Willie Hortons, triangulation, vast right-wing conspiracies, and Karl Rove-ism of the past 20 years and start afresh, renewed with hope that our politics can address our problems but also be a place where statesmanship and civility rule, not divisiveness. As cynical as you can be about Obama's credentials, you cannot deny that people today WANT to be inspired, and WANT to think we can change things for the better. This ad, marrying Obama's rhetoric to music and pop culture (which inspires many of our desires and hopes, material or immaterial) perfectly captures that hope and dream.

2) This underlines the fundamental change of Obama - the fact that his campaign is wired into Internet 2.0, and driven if not propelled forward by voters under 30 - the forgotten voters, in most election cycles. Democrats are increasingly seeing Obama's candidacy for what it is - a watershed moment to permanently capture an entire generation of voters because Obama "speaks" our language, not in a clunky/awkward way like Hillary does (her "youth" ad where she "quits" the band to run for President was disturbingly cringe-worthy), but in a way that treats our music, our stars, and frankly our culture (Facebook, viral videos, music) with respect. The one thing everyone under 30 HATES is pandering and insincerity. Obama is 100% genuine, and ads like this (even if not made by him) reflect his ability to "tune in" to young voters.

3) It's got Michael in it. And everyone knows that anything LOST is getting my support....(although I'm surprised he didn't throw a "WAAAALT!" in there anywhere).

Posted by Chaddogg | February 4, 2008 2:47 PM

Molly:

I, too, am an Obama supporter. That being said...

I think the video's a great way to capture people's attention and get them to tune into Obama's message. Sure, the majority of its viewers will be Obama supporters, but I think it has the potential to reach a few who, like my sister, respect Obama but are still on the fence about who to support. As for winning over voters who are already supporting another candidate - probably not. But there might be a few apoliticals who watch for the stars in it and come away seriously thinking about what this guy has to say.

Posted by Molly | February 4, 2008 3:31 PM

RedClayATL:

I'm probably jumping into the deep-end of the pool without too many experiences out here, but having said that, I wanted to add some comments to those above.

First, full disclosure, I'm a very big Clinton supporter. I have been from the beginning of her campaign, and fully plan on voting for her tomorrow.

Having said that...the Yes We Can ad was absolutely inspirational. As much as I adore Clinton on many levels, her campaign really hasn't been "inspirational" in a revolutionary sort of manner. This music video (if you want to call it that) really captured something about the Obama campaign, and after I watched it (several times over, I might add), I had to sit and remind myself why I was voting for Clinton. I haven't felt that level of inspiration from Clinton, and after seeing this ad, I realized how much that was lacking.

(I do live in Atlanta, and given that Obama is slated to take the state by a near 50% margin, I can understand why I haven't seen more Clinton ads...then again, I don't really watch TV. The one ad I saw during the Super Bowl was another well produced spot, albeit this one produced by the campaign itself.)

I can't say how many other Clinton supporters will be like myself: seeing this ad and questioning their support. What I can say is that for me, at least, I found myself genuinely inspired by the words, and the art of the ad.

Posted by RedClayATL | February 4, 2008 3:55 PM

DM:

Nice analysis.

Already voted for Obama, but I thought what the ad did was well to motivate positively without seeming tacky or shallow. Some celebrity endorsers might have taken themselves too seriously, but overall, I didn't roll my eyes or turn it off before the end (generally a good sign). I don't think Hillary could pull that off.

Posted by DM | February 4, 2008 4:11 PM

James Poniewozik:

@RedClay: You saw an Obama or Hillary ad during the game? I know Obama was buying (local) ads during the Super Bowl, but wasn't aware of Clinton having done so.

Posted by James Poniewozik | February 4, 2008 4:11 PM

Bemused:

My disclosure: I early-voted for Clinton in CA, mainly because I couldn't take my back-and-forth feelings anymore, and I will happily support Obama if he's the nominee (having voted for him in his IL Senate race). One of my concerns re HRC is the negative media treatment she'll receive in a general election vs the fawning media treatment McCain will receive.

Anyway, re James's statment that: "If I put myself in the shoes of a middle-aged woman or a pensioner or a union worker a decade from retirement, am I getting the message that the Obama campaign is more or less for young, pretty people?" I guess my question is how likely is it that any of these people will even see this video? Well, other than the middle-aged woman--as a woman on the tail end of Gen X (but not a Boomer!), I suppose I might be considered a middle-aged woman. Ouch. But, in general, I think pensioners and those approaching retirement are unlikely to see this video, let alone be turned off by it.

P.S. I think ScarJo is releasing an album this year. An album where she sings.

Posted by Bemused | February 4, 2008 4:14 PM

Lora:

I too am voting for Obama. That video just gave me chills from head to toe. He makes me feel something I never thought a politician could make me feel: hopeful.

Posted by Lora | February 4, 2008 10:13 PM

James Poniewozik:

@Bemused: Good lord, you're right. And not just any album. An album of Tom Waits covers.

How sad there won't be a season 6 of The Wire! Her "Way Down in the Hole" would be just the thing.

Posted by James Poniewozik | February 4, 2008 10:22 PM

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