NationalJournal.com's Ad Spotlight

Tuesday, May 13, 2008

And The Winner Is...

Filed under Barack ObamaFiled under Television Ad
Posted at 4:00 PM
Click here to watch "Obamacan."

MoveOn.org, which has endorsed Barack Obama, announced the winner of its "Obama In 30 Seconds" ad contest on Monday. The liberal group will spend $200,000 airing the winning ad, "Obamacan" (subscription), on national cable stations and on network TV in Cincinnati, Milwaukee and Denver, all expected to be important markets in the general election. MoveOn says it will roll out the ad tomorrow, and that it will run for one week after that.

MoveOn put out the call for average citizens to create a 30-second spot about Obama and submit it for a vote by the organization's members, as well as a panel of 24 celebrity judges -- including actors Matt Damon and Ben Affleck, musician Moby, director Oliver Stone and the Rev. Jesse Jackson. According to the group, there were over 1,100 entries.

MoveOn spokeswoman Ilyse Hogue said that once the organization began to see a groundswell of support for Obama, they decided to give their members a way to participate directly in the campaign. She added, "We believe ads made by real people appeal to voters across the country as much, if not more than, ads made by paid political consultants."

The winning ad features Air Force veteran John Weiler, who says that although he's "been a Republican since before I could actually vote," he's supporting Obama. "We need somebody in the White House that is strong," Weiler says, as patriotic music plays and military medals are shown on screen. "We need somebody that’s going to represent the Left and the Right, the Democrat and the Republican -- everybody."

Weiler told MoveOn that he has grown frustrated with both political parties for failing to get the U.S. out of the war in Iraq and for neglecting the country's veterans. "Obama promises leadership that is responsible about deploying the military and that prioritizes taking care of the men and women fighting on the front lines," he said in a MoveOn press release. In the same statement, MoveOn Executive Director Eli Pariser said "the overwhelming response to 'Obamacan'" should be taken as "a wake-up call about the end of politics-as-usual in America."

Attack ads were not eligible, and the rules called for no mention of Obama's Democratic rival, Hillary Rodham Clinton. In addition to the winning ad, four other spots won honors, including the funniest spot and the "people's choice."

MoveOn sponsored a similar "Bush In 30 Seconds" ad contest in 2004, but said that the number of viewers and votes nearly doubled for the Obama competition. In August 2007, Republican presidential hopeful Mitt Romney's campaign held a make-your-own ad contest during the primary race, promising to run the winning ad. Controversy ensued, however, when the spot that won the most votes from viewers, a parody from Slate's Bruce Reed, failed to make the list of finalists.