NationalJournal.com's Ad Spotlight

Thursday, September 25, 2008

Bad Timing For Ad Tied To Debates

Filed under Third-Party AdFiled under Foreign PolicyFiled under Television Ad
Posted at 4:00 PM
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The ONE Campaign against global poverty hit the airwaves today with a TV spot (subscription) calling for John McCain and Barack Obama to address worldwide hunger and disease at the presidential debates.

The nonprofit humanitarian group, which was co-founded by U2 front man Bono, has spent a little over $700,000 to air the ad on national cable to correspond with Friday’s debate. The only problem? McCain's announcement that he's "suspending" his presidential campaign this week because of the economic crisis has thrown the future of that debate into jeopardy.

But ONE insists its message has no expiration date, even if the original intention was to tie their message to an event that attracts tens of millions of viewers. "When the debate does go forward, if it occurs tomorrow or it occurs at the some other time, the issue will still be relevant," said ONE spokeswoman Kimberly Cadena.

Even if the Friday debate goes off as planned, cutting through the media buzz about the ongoing economic crisis may be difficult. In speeches at the Clinton Global Initiative conference this morning, both McCain and Obama focused their remarks on the Wall Street meltdown, and media reports after the fact largely ignored their comments on combating malaria and reducing global poverty.

But, echoing Obama's recent comments that presidents must be able to multitask, Cadena said voters can pay attention to more than one issue at a time. "Voters have been dealing with several different challenges both at home and abroad during this election season," she said. "And they've maintained a level of interest in these problems throughout."

This is not ONE's first foray into presidential politics: The group paid $1.8 million in December to air a similar ad in Iowa and New Hampshire during the primaries, and also ran a second spot featuring actor Matt Damon days before the Democratic convention last month.