Today is YouTube day on the web - everyone is talking about Obama Girl and the YouTube debates. Not that they have anything to do with each other. Or do they?

First, Obama Girl, because you always lead with the girl in the bikini, right, Fox? We laughed when we clicked on the video the other day, because we instantly recognized our old friends from the "Box in a Box" video, down to the last detail — the babe-o-licious shots, the smooth vocal stylings, the goofy absurdist situations, the typepad website address, and again, the babe-o-licious shots. It took less than two days for the vid to go viral — catchy ditty, funny concept, and did we mention the babe-o-licious shots? — and yesterday the NYT, ABC and the blogs were on the case. CNN is teasing a live interview at 7, presumably with Obama Girl herself, but perhaps with both Obama Girls (singer, Leah Kaufmann and gyrating-lip-synching actress Amber Lee Ettinger, who seems so enthusiastic that you really do believe that she's got a crush on Obama). No doubt Keith Olbermann, who got the Box In A Box exclusive, is not far behind, if only for the chance to play the line "It's a beeeeeeaaaaver!" one last time.

So: Obama Girl is the latest viral web video, spreading like wildfire, invading the heads of millions of people who have spent the entire afternoon trying to stop singing to themselves about how they wish the junior Senator would pick up the phone, 'cause they've got a crush on Obama. It's the first web-video sensation since Hillary 1984 — Phil de Vellis' out-of-nowhere viral vid from back in March that first showed just how much YouTube had changed the rules of the game. Then, Time's Joe Klein noted that Time magazine's all-inclusive "You" was "not only the Person of the Year, but also the Political Consultants of the future." Obama Girl doesn't have the overt political tone of Hillary 1984, nor, frankly, the intentions — the producers hit on a working formula with Box in a Box, and repeated it in every way this time, with the clear goal of going viral; producer Ben Relles cheerfully emailed it around on the record when it was released and, while he expressed that he "hopes it helps" Obama, that was clearly secondary to creating something that would stick. But that's not the point — the point is, the DIY-vid genie is out of the bottle, and it's clear that there is an appetite for funny, sticky, viral creations.

But why should that be limited to those outside the campaign? We've already talked about Hillary Clinton's savvy song campaign, and how it managed to both make her seem more genuine and human as well as effectively engaging voters, and even critics. This week, Bill Richardson's campaignshowed their own YouTube savvy, posting a new, funny campaign spot featuring Richardson literally interviewing for the job of president, but in an office setting, by a sandwich-eating workaday office manager. It's the third in a series (see below), and Richardson plays well as the straight man, with just enough natural comedic flair to come off as having a real sense of humor, but not so much as to be perceived as mugging for the camera. Richardson's good, but the spots are good too — driving home his very impressive experience zippily with a genuinely funny punchline.

It's the kind of great PR move that just might make the difference, especially with Edwards slipping in the polls (down 9% since March) and Richardson coming up behind him. If that happens, things will be different — Richardson will dislodge Edwards from the third-place top-tier spot, and the dynamics of the top three will suddenly shift. And it's still very early. (Funny coincidence: The Richardson spots were made by Murphy Putnam Media, where de Vellis landed after the 1984 unmasking; they were in the can before that, however. Still, funny.)

Could a YouTube video tip the balance? Why not? The NYT's Kit Seelye seems to think so as she marvels at the notion of a YouTube debate — less reverential! More pointed! Maybe even in the form of a rap song! Who knows how exactly it will proceed, or what kind of questions the Star Wars kid or the Mentos guys might think to ask, but her point is, it's a platform rife with possibility. Obama Girl, Hillary 1984, Bill Richardson — these are just three examples of how this new game is being played, and by whom, and to what end. But, like we said...it's early. amd anything can happen. We said it before and we'll say it again: Barack Obama had better hope that people stay in love with him.

YouTube Passes Debates To A New Generation [NYT]
Obama Girl: I've Got A Crush On Obama [Obama Girl]

Related:
She Runs For President Just Like A Woman [ETP]
Decision 2008: YouTube Will Not Be Ignored [ETP]

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