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Posts Tagged ‘Tv-reklam’

KAMPANJ | ”Stage” var den mest effektiva tv-reklamen under valrörelsen 2012. Detta enligt Ace Metrix, ett företag som analyserar reklam i tv.

Shorr, Johnson, Magnus producerade videon för Priorities USA, en pro-Obama Super PAC.

När Mitt Romney valde att inte besvara attacken gjorde man ett av sina stora strategiska misstag under valkampanjen.

Jane Mayer skriver i The New Yorker:

”I’m a big Frank Capra fan,” Saul Shorr, one of S.J.M.’s partners, said […]. “And in this campaign Romney was the Edward Arnold character, the wealthy authority figure in several of Capra’s films, like ‘Mr. Smith Goes to Washington’ and ‘Meet John Doe,’ who’s not looking out for the little guy.”

[…]

When ”Stage” first aired in Ohio and other battleground states, in June, ABC News called it ”the Brain ad that Romney should fear most.” And, on Election Night, Sarah Palin singled out S.J.M.’s ads as among Romney’s biggest problems in Ohio.

[…]

Andrea Johnson, another of the firm’s partners […], described the team’s approach. “We’re really trying to capture the person we work for, so that the ads feel authentic, and we often do that by telling stories,” she said. Because  the firm was working with a small budget compared with its opponents, Adam Magnus, a third partner, said, “we had to maximize our throw weight” and focus on only one theme-Bain Capital. Bill Burton, of Priorities USA, said that poll testing indicated that Romney’s Bain record had the potential to define not just his résumé but his character. Focus-group participants were angered by the idea that private-equity companies like Bain could profit while breaking promises to fund workers’ pensions and health-care plans.

[…]

By midsummer […] internal research showed that, in areas where S.J.M.’s ads aired, Obama had an eleven-point advantage over Romney in “trustworthiness,” compared with a five-point lead in places where the ads had not run. In October, an Ohio focus group showed that “Stage,” which by then hadn’t aired for a month and a half, was one of the few political ads that people remembered. Burton said, “Not answering those attacks was the biggest strategic mistake of the Romney campaign.”

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KAMPANJ | LO satsar nu på TV-reklam. Kampanjen vill upplysa om pengar som medlemmar har rätt till genom sina avtalsförsäkringar.

Organisationen har köpt utrymme för 4,9 miljoner kronor för kampanjen ”Hitta dina glömda pengar” i TV och på biografer. Annonser kommer att finnas även i dagspress och på webben.

Övrigt: Se den andra videon på YouTube.

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REKLAM | Det var tidskriften Mother Jones som först avslöjade vad Mitt Romney hade sagt i sitt tal på ett av sina fundraiser evenemang.

I videon här har Obamakampanjen använt sig av Romneys röst från eventet och sedan bara lagt in bilder på vanliga familjer, veteraner och arbetare.

TV-reklamen förstärker bilden av Romney som en miljonär utan någon som helst verklighetsförankring. Eller ännu värre, en miljonär som inte bryr sig om vanligt folk.

Resultatet: Enkelt, snyggt och mycket effektfullt.

Övrigt: Se videon med ljudupptagningen från Romneys event och artikeln om avslöjandet i Mother Jones. Läs också “What works in a campaign commercial? Ad executives offer their take” av Jeremy W. Peters på The New York Times.

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BURN RATE | Obamas kampanj spenderar mer pengar än vad man får in. Poängen är att hinna definiera Mitt Romney så tidigt som möjligt i väljarnas ögon.

Ett exempel på detta är tv-reklamen ”The Choice”.

För en gångs skull är det Barack Obama som talar direkt till väljarna. Videon saknar de vanliga ljudeffekterna och bilderna som man brukar använda för att få motståndaren att framstå i negativ dager.

I stället talar presidenten direkt till väljarna. Man vill att tittarna skall förstå att valet handlar om att välja mellan två tydliga politiska alternativ.

Romneys kampanj vill i sin tur att valet skall bli en folkomröstning om presidentens skötsel av ekonomin. Man vill att väljarna skall fundera över om man verkligen har fått det bättre rent ekonomiskt under Obamas tid i Vita huset.

Peter Nicholas och Danny Yadron skrev redan i juli i The Wall Street Journal:

The president spent twice as much as Mr. Romney in June, as his campaign purchased more TV ads, paid more than twice as many employees and spent millions of dollars on public-opinion polls, federal records show.

June was the second month in a row that Mr. Obama’s campaign dipped into the red, while the president was outraised by the Romney campaign. In May and June combined, the Obama campaign spent 20% more than it took in, records show.

Obamakampanjen har både försökt förstärka och tona ner bilden av att man spenderar mer än man får in.

Å ena sidan vill man lugna ner oroade demokrater med att pengaflödet är en del av strategin.

Mark Halperin, Time, skriver:

Meanwhile, Obama headquarters in Chicago dismissed the criticism (rattled derision from Republicans and nervous anxiety from Democrats) over its hefty summertime budgets for TV ads and personnel: spending now, Obama aides say, will have a big impact in their efforts to define Romney, while attempts to reach voters in the fall through paid messaging may not work…

Å andra sidan kan det vara bra med lite oro i leden för att få anhängarna att lätta på plånboken.

Michael D. Shear, bloggen The Caucus i The New York Times:

“My upcoming birthday next week could be the last one I celebrate as President of the United States, but that’s not up to me — it’s up to you,” Mr. Obama said to his supporters in an e-mail late last week.

Accompanying the e-mail was a link to donate in exchange for a chance to attend his “birthday get-together” in August.

The dire hand-wringing is partly tactical for a campaign that is likely to have more than enough money to execute its strategy. By appearing desperate, Mr. Obama’s campaign hopes it can persuade more of its supporters to donate now, rather than later.

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USA | Newt Gingrich leder i en rad opinionsundersökningar efter att tidigare ha varit helt uträknad. Och idag släpper han sin första tv-reklam.

Trip Gabriel och Jeff Zeleny i The New York Times skriver:

Surging in polls is one thing. But as Newt Gingrich seeks to turn his impressive performance in surveys into votes, he is scrambling madly to build the kind of organization that Mitt Romney has methodically put in place for a year, one that will let him compete through all 50 contests, often in multiple states at once.

Upending expectations, Mr. Gingrich has taken a decisive lead in new polls in several early-voting states, benefiting from the drift of Herman Cain supporters even before Mr. Cain suspended his campaign on Saturday. But as an adviser to his skeletal Iowa operation admitted, “The reality is we’re flying by the seat of the pants.”

[…]

Mr. Romney’s team has said all along that it has expected a tough battle for the nomination, and it has sought to emphasize that point in recent days with its new “earn it” rallying cry for volunteers and other supporters. But Mr. Gingrich presents an especially difficult rival for them, one who is showing signs of corralling support from the Tea Party movement and other grass-roots conservatives while also being able to point to his governing experience.

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REKLAM | Barack Obama testar nu om det går att rekrytera frivilliga via tv-reklam. Filmen körs i två versioner.

It starts with one person making a decision that things need to change and they’re going to help change them. That person finds another person who shares their values. They go out and find a few more. Before long, neighborhoods come together, communities organize, a movement builds. It all starts with you making a decision to get involved, because we’ve got so much more to do.

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MITT ROMNEY har skrivit ett öppet brev till president Barack Obama i samband med sitt första köp av tv-reklam.

Han kallar presidentens ekonomiska politik för ett ”misslyckande”. Reklamen började visas i New Hampshire samma dag som Obama anlände till delstaten.

I brevet förtydligar han budskapet:

I will be blunt. Your policies have failed. It is bad enough that they have fallen short even by the standards your own administration set for itself. But things are much worse than that. Far from bringing the crisis to an end, your policies have actively hindered economic recovery. In some cases, they were the exact opposite of what our government should have been doing.

Budskapet i sig är inte nytt. Hans strategi har hela tiden varit att koncentrera sig på Obama medan övriga republikanska presidentkandidater har varit tvungna att attackera varandra för att få uppmärksamhet.

Vad som är nytt är att man hitintills har varit sparsamma när det gäller reklamutlägg. Denna reklamkampanj har kostat 134.000 dollar.

Romney har tydligen lagt i en ny växel.

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