The Obama infomercial: A sterling example of how to sell a president

It isn't every day you can draw a comparison between Barack Obama and Richard Nixon, but here goes. Both men, faced with a key group of voters who stood between themselves and the presidency, used television in creative ways to try to win them over.

In 1968, the Nixon campaign produced 10 hourlong programs and paid to put them on TV stations. On Wednesday, the Obama campaign produced a half-hour program and paid to air it on three networks and select cable channels.

While Nixon's handlers had to work around the fact that their man was (to put it kindly) a stiff in front of the camera, not to mention a two-time loser with baggage, Obama found himself facing an opposite set of challenges, which he addressed directly and repeatedly in his infomercial.

Because Obama is fluid in front of a camera, the McCain campaign continues to suggest in TV ads that he is an image-obsessed celebrity lightweight. As for Obama's lack of political baggage, the current McCain "empty chair" ad suggests that's because he lacks executive experience.

To counter these perceptions, Wednesday's 30-minute infomercial was designed to remind voters that Obama understands the struggles ordinary Americans face, and that he is ready and able to bring them immediate relief with a laundry list of solutions that will not add to their burden in taxes.

The program's production values were first-rate, as a variety of styles and points-of-view were used to keep the viewer engaged. After the opening segment, where Obama addressed the camera from an executive-looking office (MSNBC's Chris Matthews astutely observed how it resembled the oval one in Washington), the scene shifted to North Kansas City, where a middle-class mom identified as Rebecca Johnston told of struggling to make ends meet for her husband and four children.

In these and three other stories (all but one of which were filmed in a swing state), Obama did not appear but narrated. In other segments, he stood or sat side by side with people in group settings, listening to their concerns. These scenes were filmed from multiple angles to maximize the connection between candidate and voter.

There was a biographical segment, in which Obama ingeniously retold the story of his mother's death from cancer in order to address a current concern about his candidacy.

While in the past he has talked about hearing his mother on the phone arguing with the insurance company, this time he talked instead about her death as a wake-up call that taught him that "life is short" -- and thus a rationale for his audacious run for the White House.

Another segment used black-and-white photography effectively to present Obama as a statesman who had earned the respect of his elders, including Republican Sen. Dick Lugar of Indiana, the foremost authority on arms control in the Senate.

And every few minutes, Obama would re-establish intimacy with the viewer, addressing the camera to tick off a few more action items for his first term in office. These have been recited countless times in 30-second TV ads, but as they stacked up throughout the program, they acquired a kind of momentum that's simply not possible in a conventional commercial.

The program ended with one last deft production touch, as viewers were whisked live to an Obama rally in Florida, where the candidate implored the audience -- both the cheering thousands surrounding him and millions watching on TV -- to vote.

With Obama continuing to widen his lead in battleground states, the question can fairly be asked why he would spend millions to buy a half hour of prime time network television.

• Well, if he wanted to spend more of his colossal war chest on TV ads, he had no choice. All available commercial inventory in many markets is already spoken for. The breaks are stuffed with political ads, especially in swing states, and that goes double for border markets like Kansas City. In the minute before his paid program aired on KCTV-5, a feel-good ad for Kansas congresswoman Nancy Boyda was airing; at that same time on KSHB, Peter Kinder was roasting his opponent for lieutenant governor of Missouri.

• There's a fair amount of industry research to suggest that certain products can only be sold effectively with infomercials. Because it's not a simple sale, the viewer must be eased into making a buy. That would describe Obama's relationship to the undecided voter, and I doubt his campaign strategists were unaware of such research.

• But it may also be that Obama may have been seeking a broader impact. As his party pushes toward the ambitious goal of winning a filibuster-proof 60-seat majority in the U.S. Senate, the positive momentum from Obama's ad buy could be the rising tide that lifts all boats.

Roger Ailes, the Nixon aide who helped fashion the 1968 TV campaign, freely admitted his candidate had negatives. "That's why these shows are important," said Ailes, who would go on to create Fox News Channel. "To make them forget all that." In that sense, little has changed in 40 years.

But wait, there's more!

Following the Obama infomercial, the candidate made his first joint campaign rally appearance alongside former president Bill Clinton. And once again, Bubba was in his element. Grizzled political observers no doubt paid more attention to how many times he talked about himself than what he had to say about Obama, but I have to say, no one can outline a speech better than Bill can.

Like a tent preacher, he barked out four (four!) reasons that audience members should go out and try on their friends who aren't sure about Obama. And then he proceeded to drive them home ... such that I can remember them now, 20 minutes later (better philosophy; better policy; better judgment; ability to execute).

Finally, Obama went on "The Daily Show" and explained a little more what he was trying to do with the infomercial:

Comments

[BackToProsperity]

I thought the 30-min spot was a great message to any undecided voters left out there. Get out and vote everyone- change doesn't come automatically- we have to work for it.

God Bless America.

Obama Gets It

[DougH]

This was first tier. I don't remember hearing McCain's name once. He made the case for himself directly to the American people.

McCain should make his case for the rest of the campaign. Maybe his poll numbers would at least become competitive. Oh yeah... he tried that and his poll numbers never rose.

If Obama runs this country anything like he has ran his campaign, we are truly in for positive change.

[JOHN]

hate all you want we the voters of Missouri will surge for Obama. We are tired of being outsourced and downsized out of the American dream. Its time for the Rush Limbaughs and Bill Oreily corporate shrills to go way and its time to stand up for working class America. Am I'm a middle aged White man whos been a republican since I could vote for Ford. I for one have had enough and I every house on my block in N.KC will be voting Obama.

[MrUniteUs]

Xlnt summation,
Let me ad the informercial was not just about
Obama, it was about Americans who have worked hard all there lives and now have trouble making ends meet.

[Alastair Goldman]

Well done for managing to remember something for 20 min. You must be top of the class.

[Hey Mr. Smarty Pants, here's a little something to try next Sunday after church or Mass: While you're at lunch, try to remember the sermon outline. I'm assuming you do still go to church because your cup runneth over with Christian charity.--AB]

[matt stechel]

meh...hard working americans are hard working and deserve to be spotlighted and we need the change...but i preferred pushing daisies thank you very much.

[maven]

He is smooth, he says all the right things, he knows his constituency and plays to it well. He will be the next president, without a doubt.

THAT SCARES THE HELL OUT OF ME!

[Christine]

Socialism keeps coming up about Obama - why isn't anyone talking about Palin and the oil checks she gives to every man, woman and child in Alaska? That's spreading the wealth, right?
Please, someone bring that up! Rachel? Keith? Chris? Obama?
Christine