Monday, March 19, 2007

Elendil’s Blog Questions Fletcher Ad

Governor Fletcher’s new 60 second TV spots are unusual to say the least. It’s easy to see now why his campaign needed a full minute to let the spot develop. The first 16 seconds are simply music while a child walks around "bullies" that taunt him on the school grounds. Once the mood is set… the announcer compares the schoolyard victim to the governor’s situation in Frankfort. The spot then shifts emphasis again and goes on to tout the administration’s accomplishments.

It’s a very interesting strategy. With an almost half million dollar spot buy… the Fletcher campaign must have done some research that backs up the approach. I have talked to a variety people who are all over the board. Some say it brings the question of fair treatment out into the open and makes them more likely to consider being for Fletcher. Some others have described it as making the governor appear "pouty." If the intended result is to get people talking about the governor, it has probably reached its target.

Interesting strategy? An interesting strategy is spending more money is questionable districts. When your ad elicits “pity,” “pouty,” and “looking for sympathy” as responses… that is not strategy.

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