The ultimate idea of a political campaign is to engage communities. Candidates give speeches, for example, that they hope will resonate with their constituents-to-be and inspire them to vote. Today, thanks to the proliferation of new technology, there are more ways than ever to engage members of the public through avenues like social media, the internet, and of course, campaign ad videos.
These videos, which are typically about a minute long, allow candidates to present their position or attitude on an issue, discuss their philosophy, and speak directly to voters. One of the many benefits of campaign ads are their tremendous reach: In presidential elections, for example, campaign ads can reach as many as 87 percent of American adults, which makes them an invaluable medium for candidates who want their message to reach the largest audience possible.
Campaign videos first came onto the political scene during the 1950s, as more and more Americans were bringing television sets into their homes; in 1952, Dwight D. Eisenhower became the first presidential candidate to incorporate video ads into his campaign, and they were wildly successful.
Since the 50s, the popularity, scale, and scope of campaign videos has increased dramatically. Today, they are a fixture of races at every level, from presidential contests to local elections and even referendums or ballot initiatives. In fact, Lincoln Strategy Group develops campaign ads for its clients, including these two videos which were designated Gold Winners in the 2017 AVA Digital Awards.
We were honored to receive these accolades for our work, but beyond that, we were particularly proud that we were able to present such a strong articulation of our clients’ message, whether it was in support of clean energy initiatives in Nevada or for quality leadership in Arizona. And we’re happy to say that both campaigns were successful!
While there are myriad approaches to producing a political campaign ad, many voters tend to dislike ads that “go negative,” or deliver ad hominem attacks against specific candidates. Instead, voters prefer positive or optimistic ads, such as President Ronald Reagan’s 1984 campaign ad, “Prouder, Stronger, Better,” more commonly known as “Morning in America.” It remains one of the most celebrated campaign ads in American political history.