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.