A $5 Million Apology

So we've all moved on from John Kerry's gaffe, right? He messed up, he apologized, hopefully it hasn't done too much damage. End of story. Even Tony Snow is supposedly done beating up on him.

But just between Democrats, maybe it shouldn't be the end of the story. Because if Kerry's little flub did any actual harm, it was to his fellow Democrats. And if he really wants to set things straight, he might dispense with any more apologetic words - and instead consider putting his money where his gaffe-prone mouth is.

I realize the whole thing was an accident, and Kerry didn't mean anything by it. But if I break a vase in my neighbor's house--by accident--I should still try to make good on it. What Kerry broke was the Democrats' momentum--for a couple of crucial days, at least. It may or may not cost the Democrats; we'll see on Election Day. But I think it should cost Kerry, perhaps to the tune of $5 million.

Sound severe? Not really: Kerry's sitting on a large warchest of unused campaign funds. He doesn't need that money, since he's not in the race. Kerry could take $5 million from that chest, hand it over to the Democrats tomorrow and say: "Use this to try to undo any damage I may have done."

With such a gesture, he'd gain some absolution among Democrats who are peeved at him right now. And that might be a better investment in his political future than having that money sit in the bank.

And what should be done with the $5 million, at this late hour?

Well, conventional wisdom would say, throw it at some tight races, allowing local candidates to pound the airwaves a little harder at the end. That might have an impact, though you have to wonder if people have already tuned out those local candidate commercials by now, having been bombarded with them so many times.

Here's what I'd suggest: Use the $5 million to do something, big, fresh, bold - in the form of a last-minute branding campaign. Marketers often use brand advertising to reinforce things in people's minds, to solidify perceptions. It's a way of reminding people why they were leaning toward your brand anyway, just to make sure they don't do something crazy and impulsive when they get to the store (or the voting booth).

The big bold brand statement should be about change, of course - that's what the Democratic brand represents this year. And it could also be about Democracy, because this year, the Democrats are in the position of bringing Democracy back to our one-sided government.

I'm no expert in political advertising, but I've studied regular advertising pretty closely, and what often works well, especially in brand advertising, is simplicity, emotion, and a clear call to action. It's also good to associate your brand with a larger mission, something positive and empowering. And it doesn't hurt to ask questions (got milk?) and maybe let people figure out some things for themselves.

So here we go: A simple ad that can be made in one day, for peanuts--leaving most of Kerry's $5 million to pay for the prime airtime on Sunday night's Desperate Housewives, and Monday's CSI Miami, Monday Night Football, Tuesday morning's Today show, etc. The ad consists of nothing more than white type, presented in flashes, on a black background. No soundtrack, just complete silence (which can be awfully powerful in the noisy environment of advertising). Here's what the type says:

"The time has come for your voice to be heard.

The pundits have argued. The politicians have attacked each other.

Now it's your turn to speak.

Will you vote for change? Or more of the same?

Will you vote for accountability?

Do you think a government should answer for its mistakes?

Do you believe in a two-party system? With debate, and checks and balances?

Do you believe that a government should represent all the people... not just the one group in power?

Do you believe that the people have the right to change America's course? Even when a government demands that we all "stay the course?"

In other words...

Do you believe in Democracy?

Ask yourself these questions. Then go out and vote.

Vote for Democracy."