15 September 2008

My Barack Obama Ad Script

George Lakoff has talked about how the Democrats need to change the frames in order to redirect the focus of politics. Obama needs to change the whole frame of the political conversation. Here's my suggested ad. Picture Obama in a chair, fireside chatlike, talking directly to the camera. (See Anonymous comment below for a suggested rewrite... the commenter makes good suggestions).

«I'm Barack Obama. The Republicans have done everything they could in this election to bring our national discourse down into the gutter, with outright lies, nonsense about celebrities and phony outrage about every turn of phrase. The reason for this is simple: in order to win this election, they have to distract the American people from the real issues, because they have no programs to benefit the American people on these issues. John McCain voted over 90% with George Bush, and a McCain administration would be more of the same for America: continued tax cuts for the very rich, a so-called health care 'plan' that would end up costing ordinary people more for their health insurance, if they have it at all; an impulsive go-it-alone attitude towards foreign policy that's been a disaster for our country; continued record deficit spending even while they call themselves conservatives; and continued disrespect for the very foundation of our country, the Constitution of the United States.


I want to run a different kind of campaign, but I need your help to do it. I want to talk about our plan to reduce taxes for 95% of Americans while asking those who are truly fortunate to pay more of their fair share. I want to talk about our plan to bring access to quality health insurance to all Americans. I want to talk about our plan to reduce the deficit, over time. I want to talk about not only how we will end the war in Iraq, which is not serving our nation's interests but has cost and continues to cost our nation dearly in the lives of its young men and women and in treasure, but also about how we will rethink our whole foreign policy, to restore prestige and respect to America. We will use force, when necessary, but only as a last resort, not as a doctrine of preemptive war, which has failed us so badly under the Bush administration. America used to lead the world through cooperation and negotiation through strength, it will again. I want to talk about how we will bring jobs to America, and stop giving breaks to companies that send jobs overseas. I want to talk about how we can renew our infrastructure and develop the technologies to free America from its dependence on Middle Eastern oil, within ten years, and develop renewable energy resources over time to help solve the worldwide climate crisis and at the same time end our nation's energy dependence permanently. We can do all of these things. We are a can-do country, and I believe the American people are tired of all the negativity coming from the other side. We can make our nation a better partner in the world, and a better place to live for all its citizens. But I need your help to get there. That's why I'm asking for your support in this presidential election. Thank you.


I'm Barack Obama and I approved this message. »

...................................................

And here's another comment I received via e-mail. These are good points, too:

As a somewhat objective observer, I think it would be a serious misstep for Obama to talk about what he wants to talk about. One of his perceived problems is that he's mostly talk and little action. But I get your drift. With some wordsmithing to address the 'talk' part, and a little more statistical content, you're absolutely correct. Although I think I would leave out or greatly shorten the opening. The contrast to the Repub style would be clear if O just actually adhered to a much more substantive and less reactionary direction. No need to call them out on it to such a degree. And don't remind people of any GOP message that has worked well, like the Britney/Paris spot. A more general statement would suffice.

A coupla things I've learned after 30 years in advertising....

1 comment:

  1. If I were Barack Obama, and I were handed that script, my eyes would instantly glaze over...well it wouldn't be likely to get past the folks who read his mail for him.

    First paragraph:

    1. The word "toward" is the correct American spelling. The Brits are the ones who use the "s."

    2. This paragraph is four sentences long. It should be four paragraphs.

    Second paragraph: this one is the killer. You've got a kazillion ideas here. This is NOT one paragraph; it's about eight.

    The script should read thusly:

    I'm Barack Obama.

    The Republicans have done everything they could in this election to bring our national discourse down into the gutter, with outright lies, nonsense about celebrities and phony outrage about every turn of phrase.

    The reason for this is simple: in order to win this election, they have to distract the American people from the real issues, because they have no programs to benefit the American people on these issues.

    John McCain voted over 90% of the time with George Bush, and a McCain administration would be more of the same for America: continued tax cuts for the very rich, a so-called health care 'plan' that would end up costing ordinary people more for their health insurance, if they have it at all; an impulsive go-it-alone attitude toward foreign policy that's been a disaster for our country; continued record deficit spending even while they call themselves conservatives; and continued disrespect for the very foundation of our country, the Constitution of the United States.

    I want to run a different kind of campaign, but I need your help to do it.

    I want to talk about our plan to reduce taxes for 95% of Americans while asking those who are truly fortunate to pay more of their fair share.

    I want to talk about our plan to bring access to quality health insurance to all Americans.

    I want to talk about our plan to reduce the deficit, over time.

    I want to talk about not only how we will end the war in Iraq, which is not serving our nation's interests but has cost and continues to cost our nation dearly in the lives of its young men and women and in treasure, but also about how we will rethink our whole foreign policy, to restore prestige and respect to America. We will use force, when necessary, but only as a last resort, not as a doctrine of preemptive war, which has failed us so badly under the Bush administration. America used to lead the world through cooperation and negotiation through strength, it will again.

    I want to talk about how we will bring jobs to America, and stop giving breaks to companies that send jobs overseas.

    I want to talk about how we can renew our infrastructure and develop the technologies to free America from its dependence on Middle Eastern oil, within ten years, and develop renewable energy resources over time to help solve the worldwide climate crisis and at the same time end our nation's energy dependence permanently.

    We can do all of these things.

    We are a can-do country, and I believe the American people are tired of all the negativity coming from the other side.

    We can make our nation a better partner in the world, and a better place to live for all its citizens. But I need your help to get there. That's why I'm asking for your support in this presidential election.

    Thank you.

    I'm Barack Obama and I approved this message.

    ReplyDelete

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