Selling Obama: Pitch-perfect infomercial more Clintonesque than Kennedy-style

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, buoyed 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 Fort 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, a 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.

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 Tampa Bay area viewers could even click over to cable newschannel Bay News 9, where live coverage of the Fort Lauderdale rally was underway.

The Republican Party of Florida had a sharp retort ready: “Florida voters see through this rhetoric no 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.” *

Check it out for yourself here:

Comments

[RagsTTIger]

I'll go along with that Beltway.

[beltwaybandit]

Rags:

Any issue you may have about regulatory oversight canbe traced to the Republicans. In 2004, the R-controlled SEC reduced oversighton Wall Street, and most experts concur this was a contributing factor to the current mess.

Of course, the Democrats can't crow...the entire sub-prime category of mortgages resonsbile for triggering this mess and which will end up costing someone $1 trillion or more was created during Clinton'ds administration and with a Democratic-controlled congress.

As we have said many times before...this is a bi-partisan screw up and it will require bi-partisan solutions.

Translated: it will take longer thanit should.

[Lin Young]

Good blog on Obama's infomercial. I was sick, went to bed early and missed his commercial, so it was good to get the info from a reliable source here. It's too bad it sounds like it wasn't as zippy as it might have been, but hopefully it persuaded any undecided voters that Obama is the best choice. I too want a world that is better for everyone and think Obama is the only candidate who will try to make that happen. Unfortunately, he will inherit a horrible mess that will make it difficult for him to get much done - but I know he will manage to do something good. I just hope he is elected. We really need his vision of what America can and should be, the alternative is really scary.

[Tigergator]

What about the bailout? AIG? Chrysler back in the day? Now who's a socialist? Free market republicans gave us this.

[RagsTTIger]

Beltway, consider the fact that the Republicans attempted to provide oversight, but were blocked by Democrats from doing so. Sen Dodd and Barny Frank should be hiding in a cave, along with Maxine Waters, Franklin Raines and others who branded all attempts for oversight as racist. Did they ever consider it was a proper accounting practice?

[Eric Deggans]

I appreciate everyone's feedback here. I always feel good when the comments pile up as an indication people have read the blog.

But if it is at all possible to have this dialogue without insulting comments directed at other commenters, i would appreciate it.

One of the thing I have disliked the most about the campaign's recent turn is the insults directed as people personally...And this is advice i could stand to heed myself, I know...

[beltwaybandit]

Mainly because I am tired of all the back and forth about "is he ir isn't he a socialist", let's settle this discussion.

Per www.dictionary.com :

Socialism -

1. a theory or system of social organization that advocates the vesting of the ownership and control of the means of production and distribution, of capital, land, etc., in the community as a whole.
2. procedure or practice in accordance with this theory.
3. (in Marxist theory) the stage following capitalism in the transition of a society to communism, characterized by the imperfect implementation of collectivist principles.

I am quite certain number three is what alarms most people, and it should. As we know, not a single socialist nation on this planet has ever succeeded.

Also according to the dictionary, a socialist is one who subscribes to socialism.

I am not aware of any evidence that Barack Obama is a socialist.

However, let's look at the most recent action of a government to take "socialist" type steps.

That would be the federal government's action to take direct equity position in banks in return for capital.

Everyone says it is temporary.

But who presently controls or stands behind Fannie Mae, Freddie Mac, AIG, and certain banks in the United States?

The U.S. government.

And who proposed doing this?

A Republican administration.

I really doubt the Republicans are socialists or are proposing a move to socialism.

I also doubt that Obama is in that category either.

Pelosi, Frank and others...now there, you may have an argument.

The federal government intervened...like they are supposed to for the general welfare of the country...and they say they plan ot get out. When they've done this in the past, they have gotten out (Resolution Trust, Chrysler, etc.).

We'll have to see what a "President" Obama would do if he is elected.

Can we now move along on this "socialism" thing and focuson important stuff like how to get people employed and how to get the congress to cut spending instead of raising taxes?

[drinklime]

Why do you idiots keep calling Obama a socialist? Do you even know what the word means? Do you know how stupid you make yourselves sound?

[Since1962]

Yes Rags do think first.
Median US income is $48,000 HALF make less!Do define Socialism as you understand and label others then explain recent Republican bailout votes.

[drinklime]

ragsttiger, ive seen reports of mexicans LEAVING the US back to mexico because they cannot find work here

[RagsTTIger]

Sure he's slick, that's how he got this far. Obama is just a magician-politician, promising everything, only to have the promises disappear.

I would have expected a Clintonesque approach, as I believe Clinton's Hollywood friend Linda Bloodworth-Thomas had a hand in this production.

Warm fuzzies of Obama, golly gee wilikers, just a good old boy from Kansas? Kansas all right, via Indonesia and Hawaii. I can't find any record of him ever living in Kansas. Of course he claims South Chicago as his hometown. South Chicago conjures up all sorts of characteristics, crime, ineffective schools, riots, old fashion thug politics and corruption. I give him credit for playing the game. He knew the players and played them. His flaws do not offset his gamesmanship. His thin resume shows that readily, a part time IL Senator, received his Senate seat because his Republican adversary,, Ryan, way ahead in the polls. all of a sudden had details of his divorce divulged. Obama forced the unsealing of records that both parties wanted to remain sealed. Ryan dropped out, no real competition, so Obama backed into his U.S. Senate seat. Now the gall, he only showed up sporadically, spending the bulk of his time running for President. He has no record, voting present on anything on consequence. Its all smoke and mirrors, so this infomercial shouldn't be any difference to intelligent voters.

The segments on the poor Americans were slanted, as one would expect. There is no doubt that America has some citizens who need a hand up. However, let's get some perspective, things like not having a satellite TV or a Cadillac does not make you poor. If America was in such sad shape, why are illegal aliens doing everything they can to get here? The beauty of American is that we do have a high standard of living. Sure we have some rough spots, but being poor here would make you a king in some other countries. Obama's campaign has concentrated upon the negative.

A college professor, from the turbulent 60s, once said to the class, "The United States is like a beautiful girl. A girl with many fine qualities of intelligence, compassion and personality, yet the media only talks about a small mole on her ankle."

Perspective is important. Obama doesn't get it. It is not his job to rewrite the Constitution, evolving the United States into a socialist model by buying an election.

Think first, then vote.

[kleetampa]

Just a thought on your criticism of where the infomercial fell flat. You're right, those of us in Florida have repeatedly seen the spot about waking up at 4:30 AM for school work. Folks in other swing states, like Ohio, have probably seen it too. However, the infomerical played nationwide, in many states that haven't had the misfortune of being political battlegrounds ... so the information may actually have been new to millions of viewers. Lucky them!

[beltwaybandit]

There is an old axiom that seems appropriate: "America, as a free Republic, gets the leadership it deserves."

That was true with Clinton, Bush 43 and I think it will be true with Obama.

Anyone who thought they "got to know the real Obama" last night is near brain-dead. I suppose you think Jack bauer really exists at LA's CTU (24, the TV show for those who don't know)?

It was a produced TV show and NOTHING about it was "real". But it obviously did well because of some of the comments above.

Additionally, anyone making statements that they "know" how Obama will do on the economy, security, etc. really make fools of themselves. No one knows, most certainly not the candidates themselves, how they will do handling some of these issues.

The facts remain that only the American people... not Bush, Clinton, Pelosi, Reid, Hastert, Cheney nor anyone else are responsible for the mess we are in right now. NO ONE ELSE.

And now, the same people who got usinto this mess are responsible for getting us out.

Obama looks to be the choice to be temporary occupant of the White House, and I am one of those voting for him.

But the real solution will rest with who the American people put in congress and the senate because those two bodies are the real culprits for virtually everything going on now and in the future.

People need to keep in mind that only congress can pass laws on taxes, spending, etc...NOT the President.

Liberals controlled congress for 40+ consecutive years, during which time the U.S. became a debt nation with ever-rising deficits.

The only time in recent history the federal budget was EVER balanced and even a surplus was generated came under Bill Clinton with a REPUBLICAN congress.

The most recent Republican-controlled congress drove spending up wildly in areas well beyond military, to the point that this country now spends $600 billion annually on military, $800 billion annually on social programs, and something like $700 billion annually on interest and debt service on the 9 trillion+ national debt.

If the American people want real solutions, a strong suggestion should bemade that they stop getting all revved up over presidential candidates and start getting tough on congressional races.

It's time to vote out ALL incumbents and put new teams inplace in DC. And if they don't get asnything done in 2 years, fire them, too!

Just remember...the second worst President in my lifetime... George W. Bush...has an approval rating HIGHER than the current Democratic-controlled congress.

There's a good reason for that.

[Bob]

Hey Pat & Keith I am a Democrat. I am a middle of a road Democrat, but a Democrat never the less. I also believe in accepting responsibility for what we do. The American people are to blame for what is happening now. What most of us couldn’t do the math and figure out we cannot afford the house payments? Fact remains it was a Democrat (Clinton) who approved the opening of Fannie Mai so everyone who wants a house afford it or not got one. Jimmy Carter absolutely the worst president we ever had. Had no idea how to be President and solve problem. I remember the 15% percent mortgages at the end of his term. His foreign policy none, look at how he handled Iran. Obama the same talk, talk, & more talk about Washington change what does he really mean. He is Carter and Clinton again and I voted for them.

[since1962]

I too thought message was unnecessary and overwrought however the election wheels must grind and do produce economic stimulus. John @ 7:52 seems a bit naive regarding political contests promises, and projections. Voters' responsibility is to decide which candidate is best able to deliver.
McCain would not staunch the monetary nor the physical bloodletting in Iraq and promises the unattainable to the fantasy common man.(median U.S. income$48,000 NOT $250,000)
America is awakened John and we don't like the smell of your candidate his campaign tactics and particularly his running mate we can see from our porch.

[Ag]

I laugh at Bob because he thinks he is above the fray financially. No one is ever above the fray.

The party of hate, spew, and bile is dead. The ultra Right Wing of the Republican party is dead. Moderate Republicans were treated like the red headed step child and are now backing Obama.

Until the Right is taken out of the hands of the Christian Right and the greedy ones, it will stay dead. The only hope for Republicans is to move to the center.

Thank you Obama for speaking the truth. Thank you so much Bush for destroying the US.

[Jedi]

Hey RnPharmGirl, Just some advice. Lay off the KoolAid.

[Keith]

Republicans, you had your chance. You had eight years and screwed the pooch. So take your medicine like a man and stop whining. Obama is exactly what McCain said he was. A good and decent man whom you have no reason to fear as President.

[Pat]

All I ever hear is that Obama said "what I wanted to hear"...did ya ever think that maybe that is exactly what he set out to do?? Tell you what you want to hear?? I was amazed that the SPT actually admitted he sounds more like Bill Clinton than JFK. I did not think either was a great president. Clinton could never come out with any actual stance on anything...one thing today and another tomorrow depending on who he was talking to and "what they wanted to hear". JFK got us into Vietnam....hello, does anyone remember that??? And the economy took a downward turn. Wake up "we the people" do you really want this country to become a socialist nation? Nothing worthwhile is free...don't confuse benefits with entitlements. This country was founded on Christian principles by people who were fleeing taxation by BIG GOVERNMENT.

[Bob]

On a purely personal note am in a position of living pretty comfortable for the next four years no matter who wins. So I will get a huge laugh watching the “Hell yeah I inhaled” Liberal Socialist Motivational Speaker Community Organizer who believes he can solve anything with a good speech and who does not mind who he hangs out with new President work along with his Democratic Leftist Liberals Wacko Senate and Congress leaders (Pelosi, Murtha, just to start with) screw us and everything else up. I honestly believe It will make Johnson’s (war hawk), Carter’s (moron), and Clinton’s (screwed anything that moved) Presidency’s look brilliant.

[Dan]

WHAT A WASTE OF MONEY! I heard all those infomercials cost anywhere from $3-5 million. Just think how many struggling families that could have helped or how many hungry people that could have fed. All that money blown in 30 minutes just to buy an election.

[Joel B.]

It was 30 minutes of more HOT AIR! There is no way that he can accomplish all of these things, where will the money come from. Actually, if you look at his very limited amount of political experience, he has accomplished absolutely NOTHING! And he has never been one to reach across the aisle to the other party to accomplish anything.

[steve]

America is beyond repair...no matter what rhetoric or positive spin(s) Obama or anyone else wants to put on it.....do some research on WHY the country was founded and you will find at this juncture, God has no use for it.....

[Ryan]

Bahh, Bahhh, Bahhhh, honestly do you all really think Obama is so above other politicians? He wants to get elected. Having one party rule Congress and the White House is dangerous no matter what party is in charge. It's comical to me how everyone is so quick to think Obama is the saviour of our nation. He doesn't participate in negative ads and all he wants to do is bring HOPE and CHANGE to our country. Every politician says these things. Democrats talk about the Hate the Republicans have spewed but they do the same thing. What have they done since 2000 when their protege Gore lost. They have moaned and cried.

People get real, most of us aren't republican or democrat. Most of us are in the middle and want to be represented well by both parties. In that fact, Obama has done well in attracting many new voters and more centrists. But to believe that he is above other politicians and their games is being naive. I hope he is able to unite the country, but that will never happen when Repubs and Dems fight so hard for power.

Just remember Clinton gets a lot of praise during his administration, but that was because he worked well with a Republican Congress. Reagan worked well with a Democrat Congress. When one party controls everything like 6 of the 8 years during Bush, bad things can happen.

Just watch how things continue to stay bad if Democrats control everything after next Tuesday.

Remember, Bush has a 23% approval rating, Congress has a 17%. Wake up folks....

[alm]

Last night Obama said everything that I wanted to hear. I want to live in a perfect world just like every American. And yes, I voted for him but it was a tough decision. Do you really believe that he is going to do everything he says? Are we going to live in peace and harmony in a perfect world? I want to believe him but all politicians will say what they know Americans want to hear just to get elected and then the country goes nowhere or gets worse. No candidate has mentioned the homeless issue. I work in real estate and we specialize in foreclosed homes…it is really sad what is going on. I noticed that many of you made comments on McCain for dirty politics but you yourself called him names...shame on you!!! Grown Americans acting like children. This could/should be discussed in a civilized manner without all the bashing and name calling.

[meenie]

I believe that Obama would and could change the world and the way it is today. Why would it be such a terrible thing if Obanma wins. Is it because he is of mixed race or a democrat. Would half of you guys be saying the same thing if it was John Edwards, Or Kerry on his way to the White House. I believe not. A black man is just as educated and the white man hell Bush is not even educated and he is there. All the McCain supports are just mad be cause he was not smart enough to think of that first. Hell he tried to be smart by getting Palin to run with him thinking all of Hilary's voter would come to his side.. I bet he regretting that now. Once again McCain/Palin/Bush are already rich, they are not going to share the wealth. They want to continue to get rich by taking your money.If McCain happens to win, we will have another 4 years of high gas prices, record mortgage foreclosure, stock market crashes, people losing their jobs, it going to continue to become a slippery slope. I believe we need change so we can go on family vacations and not have to worry about the high gas prices. I would like to keep my job, so i could keep my house. People need to stop looking at the color of ones skin and be smart and think about the future for them and their kids. Just because McCain is white does not mean he is better, just because he was in the military does not mean he is better. I am voting for Obama because we do need change and more stability in our own country.

[Ag]

I am so tired of the dirty campaigning on the Right. The party that claims the high moral ground has become more hateful than ever.
What used to work for the Republicans in the past; the politicking of fear and hate has not worked this time.

I am proud to be an American who does not think she owns patriotism but is a patriot. I am proud to be an American who is religious but knows she does not own religion.

Obama is a decent man with an uncommon truthfulness. He needs not to campaign with fear and hate. He speaks the truth. I will be proud to call him my president.
Those who lower themselves to bitterness and hate while claiming to love God need to really do some soul searching.
We need Mr. Obama in a time of crisis. And we are in a deep economic crisis at this time.
McSame was a decent man who sold his soul to run for president. We simply cannot afford four more years of the politics of hate, fear, and pandering the the wealthiest in this country.

[steve]

steve i know its hard for you to realize we can actually have respect for a president instead of the disgust we have had for the last 8 years

[Steve]

It is frightening how the public adore him so. It is cult like.

[Billy]

Wait....you say Obama has to pay millions to air a slick, over-produced infomercial to convince us "what a decent man he truly is"?? Shouldn't this have come out by now? With all the fawning media coverage he's had for over a year? Truth is, we still have no idea who this guy is. He has not been truly vetted. We aren't electing dogcatcher. This is fserious business. For him or against him, we have a right to have certain things answered, to know certain facts. And I believe we don't know the guy like we should.

[rnpharmgirl]

It was an amazing piece that showed what a decent man he truly is and the great vision he has for this country and a deep love for the country and empathy for the people. How anyone can read anything else into is just projecting their own self loathing on to someone else. Just compared the measured thoughtfulness and downright decency with the fear mongering hate mongering race baiting and overall negativity of McShame and Failin. No comparison. McShame and Failin have nothing to say but attacks on Obama. If they had one decent idea they would be discussing it and not talking about Obama all the time. In that regard they actually give Obama free media coverage because that's all they have to say for themselves...Obama, Obama, Obama. Please go away McShame and Failin, you've made terrible fools of yourselves and your jusst plain downright nasty mean people. And confirmed and verified LIARS.

[drinklime]

oh that obama with his muslim pastor... TROUBLE. im voting for the one who admits he knows nothing about the economy. and im voting for the hockey mom who wants to spread the wealth. four more years!!!

[john]

It was full of impossible promises. Hello...we have no money to do all those things, and if you check with any economist, or even check out this morning's AP article on "Spin versus Facts" of the informercial, you'll find that it's all rhetoric with no way to possibly accomplish it. His spending versus his savings don't add up. When America finally wakes up to the fact that Obama is nothing more than a "Professor Harold Hill", it will be too late.

[FL Voter]

I really think the half hour show blocked on all major networks at the same time was a bad precedent for the US.

If the Republicans had pulled a half hour infomercial like that the press would be all over the networks for lack of fairness and equal time. This is buying an election folks.

[Elepaedio]

Realize that Kennedy ran when Americans were prosperous and optimistic, and following well-liked presidents Truman and Eisenhower. When Clinton ran, the Reagan administration had ended with the taint of scandal and dirty tricks, and Bush the First left the economy tattered. It's little wonder Obama's more Clintonesque than Kennedyriffic. It's the times he's running in.

Oh, yeah, and informercials hadn't been invented in the '60s.

[PH Mom]

It was BORING. Just like every other infomercial that wants to get you to buy something that doesn't really live up to its claims. Sen Obama really has no record, he's just been held up by the press as an icon, he tried to continue the snow job last night. YAWN.

[Billy]

God help us all if Obama wins. Gone will be the fake oval office on a soundstage...the scripted words from a teleprompter...the slick Hollywood producers telling him what to say. Barry will be on his own. And when the media, which has pulled out all the stops in a blatant attempt to get him elected, starts asking real questions, it will get ugly. The way the Orlando station was treated and blackballed for refusing to ask softball questions just shows the way an Obama administration will treat anyone who dare questions The One.

[gal pal]

Loved it.
What a powerful piece, it makes me proud to be an American.
It helped me remember that we can overcome anything together.
God bless America!

[Lauren]

Obama's message last night was powerful, appealed to the emotions and was completely tactful. He didn't have to make jabs at his opponent to deliver to the viewers that which he believes in and stands for. Obama/Biden 2008! Woohoo!

[Beth]

I think the comparison to Clinton is apt. And I would love to live in a prosperous, at peace country again, where civil rights are recognized and celebrated, not stripped away or violated by our own government.