The View from Joe's Air Campaign
by Matt Stoller, Sat Aug 05, 2006 at 04:49:19 AM EDT
Joe Lieberman's media has been awful. It's not especially bad in any particularly interesting way, except for the Bear Ad, which is mostly just nutty and out of touch. In fact, most of it is bad because it's just so boilerplate. The positive spots are soft mood music superimposed on pleasing images, with a topping of Joe's voice. The negative spots are jarring images slashing at Ned Lamont's record. In other words, this is literally the same political advertising voters watch thousands of times a campaign season.
Even Lieberman's Clinton ad is produced with a sort of generic political caution, and while you can't find any raw material better than Bill Clinton, the effect is underwhelming after you've seen it once or twice. Typically, ads must be seen in heavy rotation before they penetrate the viewer's mind, so this is bombarding people who watch Connecticut TV.
It reminds me very much of the Clinton ad for Corzine in 2005, which had the same production qualities and a similar cadence. I believe this one was produced by Shrum, Donolan, and Devine. If you want a visual representation of the same old boring media consultants, well here you go.
This type of advertising has been around since 1986. It may work, or it may not. But that's what's being seen here from Joe's side. It's not good stuff.
And here's an ad that's not on the air anymore, where Joe tried to explain his Iraq vote to the voters.
I'll leave you with this thought. Let's say that Joe had hired a really good media consultant. Can you imagine what Bill Hillsman could have done with a Clinton endorsement?