Sarah Palin is not the only interesting story coming out of
Alaska. Ted “Hell No” Stevens is on trial for failing to report “gifts” from
“lobbyists.” His is also running for reelection. The DNCC put
together this little gem. I don’t like negative ads, but this one is too genre
perfect to pass up. If you still have doubt that great political ads are story
driven, this 30 sec spot should lay them to rest.
A quick 5-elements analysis: The Passion (irreducible core)
of the ad is carried by the opening sound track – a cross between a political
thriller and a local news stations investigative reporter theme. It establishes beyond doubt that this will be a crime story. The people in the van are our Heroes
(we even see Stevens’ house on a video monitor stressing their point of view is
our point of view). Stevens is the Antagonist “He thinks he is above the law”.
And crucially there is a moment of clear awareness when one “reporter” says
disgusted, “And I voted for him.” Finally a transformative tag line “It’s not
about Alaska anymore.” This is great stuff.
BTW, if anyone has any great Repub ads I’d love to analyze
them. Most of what I’ve seen from the Repubs are tired retreads, but I’m
probably missing something. Enlighten me, please.