Hillary Clinton has a new ad running in Iowa that is must
watch political storytelling. Of course we like it, it begins with the line
“Let me tell you a little story…” CLICK HERE AND WATCH IT. Then
we’ll talk.

In five-element story terms this ad is almost perfect. The
problem facing Joe Ward – the man speaking directly to us – is one that any one
can relate to with PASSION – his son is sick and needs an expensive bone marrow
transplant to survive. Joe himself is an excellent HERO. Speaking in a clear,
authentic voice and making strong eye contact, it is very hard not to be drawn
into seeing things from his point of view. The quick shots of family photos
underline his everyman quality. We all
have photos just like that in our home. The ANTAGONIST is easily understood.
Joe’s insurance company (he has insurance, that’s important because he is a
responsible parent) wouldn’t cover the life saving procedure his son
desperately needed. But instead of giving up in despair Joe got an inspired
idea (the element of AWARENESS) and called Hillary Clinton for help. The very
next day Joe’s world is TRANSFORMED when Hilary gets the hospital to agree to
cover the cost. 

A life and death story with all five elements in under 20
seconds. Beautiful. Then it gets better. Having established that Hillary’s
commitment to health care is personal and practical, the ad now makes the
second point that if Hillary’s opponents say she can’t be trusted they are just
dead wrong – Joe trusted Hillary with his son’s life and she came through.

This ad isn’t a slam-dunk. It is better than that. It is the
sort of quick break lay up that winning seasons are built around And if it
gives her opponents a hard elbow as it goes in for the hoop, it is done so
gracefully you end up smiling even as inside you’ve got to wince for their
pain.