Tuesday, June 23, 2020

The Lincoln Project Advertising



I have been a student of brand advertising for more than 35 years. I was involved with Hallmark's award-winning Hallmark Hall of Fame commercials. And, as a consultant, I have advised more than 100 brands on their advertising. Throughout my career, I have seen more bad advertising than good advertising. And, for decades, I have been fascinated by political advertising.

I think many marketing professionals would agree with me that Republicans have always been better at labels, soundbites, slogans and advertising than Democrats have. Perhaps, this is because they are a more business-focused political party or perhaps it is because they have always tried to appeal to the reptilian brain more than the cerebral cortex. And, that is not a slam. Marketers know that most decisions are emotional decisions, not rational ones.

Which brings me to The Lincoln Project's advertising. The Lincoln Project, created by a group of conservatives, is aimed at drawing Republicans away from Donald Trump. Simply put, I think these ads are brilliant - the best I have seen in some time. Each ad focuses on one thing that makes Donald Trump seem pathetic, repulsive or weak. They play into people's fears and the images and symbolism are carefully selected as are the cinematographic styles, camera angles, framing, common graphic elements, hues and associated music. Rather than talking about each ad and what I like about it, I would refer you to The Lincoln Project's YouTube subscription page, which is here. It features all of their ads.

Whether you are a Democrat or Republican, a Donald Trump fan or a Donald Trump detractor, if you are a student of advertising, you should watch these ads, analyze these ads, think about how they make you feel, and figure out what elements in each of the ads make them powerful and compelling. As you view the ads, identify the elements that are common across most or all of them. And identify the choices they are asking the viewer to make.

My hat is off to the people who created these ads. I think they are brilliant. And I don't often say that.

One other thing is worth mentioning, these ads are examples of repositioning someone else's brand, in this case President Trump's brand.

As an update, this Politico article by Joanna Weiss was just brought to my attention. She is saying the same thing that I am only with more detail and more examples. It is worth reading.
What the Lincoln Project Ad Makers Get About Voters (and What Dems Don’t)

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