Be Bold and Prosper
This is one of the most intelligent uses of branded entertainment I’ve seen in 2008. Regardless of your political leanings, the first 1:32 of this viral movie supporting Barack Obama’s campaign is so entertaining, that it’s gift of (much needed) laughter nearly transcends the political brand it’s supporting. Brilliantly conceived and executed–primarily because it aimed and succeeded in engaging and entertaining first, then delivered it’s deftly communicated strategic messages.
We’ve spoken about this approach before, that people think with their hearts first–that once you have them emotionally engaged, they’re in an optimized state for receiving your sales pitch. This film is a prototypical example of that concept.
As I was watching this, I was expecting an icy-cold Budweiser logo to finish off the story. A part of me was excited to think that a brand like Bud would create this type of work. However, I was given the ‘ol rug pull and didn’t see any signs of the Clydesdales. Oh well. Great spot though.
@windo, yeah, they leveraged all the equity of the Bud campaign then exploited it for their wicked political purposes. beautiful.
wow talk about flash backs
It’s brilliant.
Dark humor with an edge.
Something you can relate to and appreciate as a marketer, regardless of political leaning… in fact, one could insert *any* politician / message on the screen and it would work. That’s the beauty of it.
Hey Grant.. My favorite shot is the first time we see the friend in the hurricane, trying to get buzzed into the building. Strategically, the film made its points re: the economy/jobs. healthcare, and crisis preparedness/response with wicked effectiveness, and I agree it would have served any number of politicians exceptionally well.