Agency: GSM Mercury
I wrote the lyrics for the video at right, working with a famous local musician to put it to music.
In the increasingly complex and strained negotiations around California’s budget crisis, the Correctional Peace Officers Association (CCPOA) needed to make sure their voice was heard. There were huge players jockeying for position in the upcoming gubernatorial election. But lacking a substantial advertising budget to help them rise above all the noise, CCPOA came to Mercury and asked them to design and build a highly visible but highly efficient advertising campaign for an independent expenditure effort in the upcoming election.
Even though the polling numbers didn’t look good, CCPOA chose to support Democrat Jerry Brown over Republican Meg Whitman in the 2010 California gubernatorial election. Whitman was seen as the outsider candidate with a fresh message. We needed to find her Achilles’ heel and find a way to exploit it. And we needed to do it in a way that cut through the clutter, with relatively little advertising dollars to drive it home.
Through in-depth demographic research and testing we were able to create a list of those facets of Meg Whitman’s past that had the most resonance amongst swing voters. I then took this information and, working with a well-known musician who as asked to remain nameless, I was able to create the lyrics that drove the message home.
I can’t get into hard numbers, but I can say that the video was an overwhelming success, helping Jerry Brown fight the Republican tidal wave and winning the governor’s race.
An interesting little tidbit is that directly after the launch of the video, the Whitman campaign’s next TV ad focused on answering several of the issues raised in the video, forcing them to use a disproportionate amount of television advertising dollars to counter a relatively small online ad campaign.