Selling Obama: Pitch-Perfect Infomercial More Clintonesque than Kennedy-Like

Some media critics already have compared Barack Obama to John F. Kennedy when it comes to the way he handles himself on television, especially when measured against some of the Nixonian, less TV-friendly visuals of his rival, John McCain.

So on Wednesday, when Obama made history by spending millions to place a 30-minute infomercial on three broadcast networks and four cable channels, the biggest question was a simple one:

What would this telegenic candidate actually do?

Turns out, viewers got a film that didn't evoke Kennedy so much as Bill Clinton; specifically, the 1992 Democratic convention film The Man From Hope, which set then-candidate Clinton's down-to-earth biography to a series of emotional images crafted by a group of old Hollywood hands.

But instead of focusing exclusively on Obama, Wednesday's slickly-produced film spliced stories of middle class voters struggling with tough economic times alongside stretches of the candidate speaking on Iraq, energy and taxes, bouyed by clips of prominent supporters touting his case.

In dozens of tiny ways, this film was built for outreach to undecided voters, from the use of average folks from contested states such as Ohio and New Mexico, to the film's big finish -- a live plea from the candidate himself from a campaign stop before an audience of thousands in Ft. Lauderdale.

"America -- the time for change has come," he told the cheering crowd, echoing his campaign's longtime theme. "If you'll stand by me and fight by my side...together, we will change this country and change the world."

Most notably, none of the average folks featured in the film actually endorsed Obama. Instead, they reminded viewers of the tough economic issues which are working best for the Democrat right now -- from a 72-year-old Ohio resident forced to work at Wal-Mart five years after retiring, to the New Mexico teacher with two jobs.

The other notable turn here: No mention of his Republican rivals, John McCain and Sarah Palin.

Instead, Obama stuck to the themes which seem to resonate with the undecideds: tax cuts for the middle class, an end to the war in Iraq, initiatives for reducing dependence on foreign oil and more.

It was during these moments that the film may have fallen flattest, presenting clips of Obama statements that we have seen before in other ads. In particular, the story of his mother telling him to stop complaining about getting up early to do homework, has played dozens of times before in campaign advertisements.

Filled with folksy images -- a young Obama swinging a bat, an decidedly older Obama conducting a town hall meeting -- the film subtly countered McCain's recent attempts to paint him as an unknown, untested friend to radicals. To show his media savvy, quick messages encouraged viewers to text message and visit his web site, as well.

Airing on CBS, NBC, Fox, MSNBC, Univision, TV One and Black Entertainment Television, the infomercial gave Obama access to wide swath of the TV audience -- a reach across fragmented media outlets that wasn't necessary the last time a presidential candidate did this, when Ross Perot addressed prime time audiences during the 1992 campaign 16 years ago.

Combined with an appearance on The Daily Show at 11 p.m. Wednesday and cable chatter over the infomercial throughout the day before it aired, the film gave Obama a ubiquitous hold on TV outlets six days before the Nov. 4 election. During the film, some viewers here in the Tampa Bay area could even click over to cable newschannel Bay News 9, where live coverage of the Ft. Lauderdale rally was underway.

The Republican Party of Florida had a sharp retort ready: "Florida voters see through this rhetoric matter how polished it is," read a statement released by the party shortly after the broadcast ended. "Florida voters will embrace John McCain's plan to get our economy back on track, grow jobs, and reform Washington, and they will do so because they trust John McCain's leadership, not because they were sold a candidate on an infomercial."

But such vitriol from opponents only underscored the hopeful optimism of Obama's message, which focused on giving people something to vote for, rather than a boogeyman to root against.

Comments

[jackson1015]

None of the people in the infomercial "endorsed" Obama? Is that an issue? If elected, he's going to be working for all of us....isn't he?

[Changeissogood]

WAIT...McCain has an economic plan?

[Lemeritus]

I'm going to make an admission here: Obama was not my first choice for candidate. Though it'll probably be hard to find anyone on this site who will admit that now, it's true. (Hint: My first choice was a Congressman from Ohio).

I have been, however, steadfast in my support of Senator Obama since it became clear he would be our nominee. I have been proud of his message and our agenda. BUT! I never got that "thrill going up my leg" a la Chris Matthews which made me feel... well... lesser than.

I'm happy to report I got that thrill last night.

The time HAS come for change: VOTE!

[GoBarryGo]

It's good to "confess," Lemeritus... Hillary was my first choice, but I always liked Obama and knew I would support him if he won the nomination. He really won me over at the Convention and I have been working for his campaign ever since. I have made my own small personal donation. I believe in this man and that he has the heart, soul and intellect to lead us through these very difficult times. Last night reinforced that for me, and I'm glad you go the thrill last night!

Keep fighting out there, everyone -- we're almost at the finish line and if we do not let up, we will prevail!

[Shellly]

I watched with my young daughter and we both enjoyed it and were touched by it. It's important for viewers to hear his story over and over. There is a poll out today that 23% of Texans believe that he's muslim. If even one of those polled changed his/her mind because of the video, then it is a success!

I would much rather my contributions spent this way than on irritating robocalls, smear mailings and $150,000 wardrobe on a phony hockey mom!

[robbie44]

Lets call it 'InfoPresidential"............He wasn't trying to sell us any thing.he was trying to show us that he is Presidental............and presidental he is...............Obama 08

[anopenmind]

No let's call it

Barack "O" Vision" or "Obama-Vision"

[DebbieinPhx]

InfoPresidential...I really like that. swweeeeet.