When I made political commercials I was often asked what the difference was between political ads and commercial ads. There are many similarities: Exaggerated benefits, bait and switch promises and sleazy, egomaniacal clients; but the main difference is political ads must make all the sales on a single day.
It’s Black Friday, After Christmas, White Sale, Tech Monday and Fire–Blazing Prices all taking place in a compressed 14–hour day with an unalterable deadline.
I thought the left wanted to overturn Citizens United and get corporate money out of politics. Yet there was on corporate Super PAC ad after another. The only difference being instead of a brief title card at the end with “Paid for by Committee to Crush Republicans” the identification was for Audi, Budweiser, 84 Lumber and KIA, among others.
None of the subject matter had much to do with the products marketed by the companies footing the bill, although the Audi spot did have wheels. Instead the ads were what marketers call “borrowed interest.” Only in this instance they were borrowing the interest of topics that appeal to only half the country and insult the other.
Celebrity endorsement ads are all borrowed interest and potentially risky, particularly if RGIII was your celebrity. But when your borrowed interest ad involves borrowing Chuck Schumer’s thumb to stick in the eye of potential customers, it’s time to re–think your marketing strategy.
Or better yet, the customer’s buying philosophy.
You can discover the three ads I thought were by far the worst, along with my play–by–play when you click on the Newsmax.com link below: