Ad Strategy
Every candidate and situation is unique, but the skills to build a successful media campaign are the same—preparation and focus. Time and time again we’ve shown careful planning and discipline are the keys to victory. Experience matters. We know how to win and our track record proves it.
Media campaigns must be versatile and communicate with a broad audience in a variety of ways in order to be successful. Below are examples of ads from this past year that reflect the diversity of our work and prove we know how to win in any situation.
We believe that one of the keys to an effective ad campaign is making sure each ad works together to tell a story.
The first challenge for almost every candidate is introducing him or herself to the voters. The initial ads lay the groundwork for who you are, where you come from, whose side you’re on, and what you stand for. They also define who you are before someone else does it for you. Introductory ads can and should be used to humanize candidates. One way we’ve done that is by including families in introductory ads such as these ads for Gov. Tim Kaine (VA) and New York City Public Advocate Bill de Blasio.
Early ads can and should also be used to address and shore up vulnerabilities, such as this ads for Rep. Dina Titus (NV-03) and Gov. Joe Manchin (WV).
It is important for voters to know the personal stories and values of candidates. This ad for Governor Steve Beshear (KY) helped give voters insight into Beshear’s character. This ad actually aired late in the campaign while we were under attack. It reminded voters what they liked about Beshear.
Some of our most effective negative ads have been for Independent Expenditure campaigns. In 2008, we worked in some of the toughest congressional districts across the country. This ad, which helped to defeat 10-term Republican Chris Shays (CT-04), hit the airwaves before either of the bailout votes, tied into the public’s outrage over the economy and showed Shays as being out of touch.
Tying candidates to an unpopular President was also helpful in our successful campaigns to defend two of the most vulnerable statewide Democrats this year, Governor Christine Gregoire in Washington and Senator Mary Landrieu in Louisiana. These ads were attention-getting and their message was unmistakable.
