Well -- it's going to create "buzz" if that was the intention.
It's the latest volley from the marketing gang at Team Hillary -- and it's got so many layers I don't know where to start. If you haven't see it yet -- you must. It will go down in history as the first time that a former president of the United States takes supporting roll in a 'viral' video on the web. And that's just for starters.
But let's begin at the beginning.
Barack Obama had a video and a song -- Obama Girl -- the Hillary gang decided "Hey, we want a song too!" and we're going to let real folks all propose what the campaign song should be. (Clarification: the Hilary "Campaign Song" began weeks before Obama Girl, and Obama Girl wasn't created or authorized by the campaign.) Never mind that the world is coming apart at the seams and we're looking for a leader who's got a serious head on his/her shoulders. Hillary decided that the proper role for average folks is to pick a song. Insulting and silly. And the web responded in turn -- posting a slew of desk pounding 'how could you' videos. Ok, no harm -- no foul. Hillary is trying to lighten up -- and that's certainly reasonable.
But then -- after deliberation -- today was the day for the Announcement!
Here's the Email she sent me!
The wait is over. I am happy to announce that all the votes are in and the contest to choose our campaign song is over. Hillary wanted me to tell you how inspired she was by all your suggestions, and we're definitely going to be using all the songs on the campaign trail. And now, the moment you've been waiting for. The winner is...
C'mon, you didn't think I was going to make it that easy, did you? Visit our website to listen to the winning song:
And make sure you don't miss Hillary's latest video introducing the winner. This one is my favorite yet.
Here's the video:
You've got to watch it a number of times to get full impact. There's the chemistry between Bill and Hillary, and given how rarely we've seen them together -- it's hard to understate the complexity of that dynamic. Then there's the fact that Hillary is playing Tony, and Bill is playing Carmela. Boy, that's got to have been a spirited debate among the creative team.
I have to say -- having John "Johnny Sack" Sacrimoni (played by Vincent Curatola) walk by the table and give the Clintons the hairy eyeball is just a bit creepy.
Overall -- the creative team gets an "A" for speed, and plugging into the current zeitgeist, but I'm not sure that they picked the right phenomenon. The idea of using pop culture, sure. American Idol -- no problem. But the imagery of Bill and Hillary as the head of a crime family is hard to see as a net positive. And then there's the question about the winning song. Is it really possible that Celine Dion is going to be the new theme song for every campaign event? Ugh! 'You and I' no way? I like Bill's suggestion of Smash Mouth -- that seems more reasonable.
Overall, this is another chapter in the emerging puzzle that candidates need to sort out as things like the Hilary 1984 ad and the Obama Girl music video become part of the political landscape. Can candidates really play in the Viral Video space, or is it best left to the fans and the critics? I'm not sure. But i am sure that Bill and Hillary Soprano will become an instant classic, and will get a ton of views. Is that a good thing? Not so sure.