By Dave Mendoza, Master Cybersleuth, JobMachine Inc.
It may be the most stunning and creative attack ad yet for a 2008 presidential candidate — one experts say could represent a watershed moment in 21st century media and political advertising.
Yet the groundbreaking 74-second pitch for Democratic Illinois Sen. Barack Obama, which remixes the classic “1984” ad that introduced Apple computers to the world, is not on cable or network TV, but on the Internet.
(To see the video, go to: www.youtube.com/watch?v=6h3G-lMZxjo)
The compelling “Hillary 1984” video recently introduced on YouTube represents “a new era, a new wave of politics … because it’s not about Obama,” said Peter Leyden, director of the New Politics Institute, a San Francisco-based think tank on politics and new media. “It’s about the end of the broadcast era.”
The video is a sophisticated new take on director Ridley Scott’s controversial Apple ad that caused shock waves with its premiere during the 1984 Super Bowl, and shows the same blond young female athlete running with a sledgehammer toward a widescreen — where an ominous Big Brother figure drones to a mass of zombielike followers. But this time, the woman is wearing an iPod — and has her candidate’s slogan on her chest. And the Big Brother — whose image she defiantly smashes with a wave of her sledgehammer — is Clinton, the Democratic presidential front-runner. The tagline for the attack: “On Jan. 14, the Democratic primary will begin. And you’ll see why 2008 won’t be like 1984.” An updated Apple symbol — transformed into an O — is followed by the dramatically emerging logo: BarackObama.com.
“It’s old versus new.”
With presidential campaigns now poised to spend hundreds of millions of dollars in advertising that will blanket television before November 2008, this seemingly home-produced video — created with software and a laptop, and likely without the benefit of a team of expensive political consultants — opens a new window, Rosenberg said. It has dramatized a brave new world in which passionate activists outside the structure of traditional campaigns have the power to shape the message — even for a presidential candidate.
The ad is proof that “anybody can do powerful emotional ads … and the campaigns are no longer in control,” Rosenberg said. “It will no longer be a top-down candidate message; that’s a 20th century broadcast model.”
Eric Jaye, a San Francisco political consultant and key adviser to Mayor Gavin Newsom, said the sophisticated “Hillary 1984” effort is the “best example yet” of a crop of viral videos that have blossomed on the Internet over the past 18 months.
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Had an opportunity to Upload and meta tag your job openings, your career proposition at your search engine video platform of choice?
My suggestion, – It’s worth exploring if it’s worth seeing.
NOTE: The campaign orientation of the video has no bearing on the political affiliation of the writer nor “SixDegreesfromDave.com