Political advertising is often thought of as categorically similar to cigarette and healthcare (Pharmaceutical Research and Manufacturers of America (PhRMA)) marketing. Three of the worst categories to work on as a creative in advertising. Ironically it was one of the ways the once great MVBCS agency got its start, with the Tuesday Team working for Ronald Reagan. Reagan's White House Deputy Chief of Staff, had an idea. Instead of making commercials and a convention film with the political professionals, he wanted to see what Madison Avenue could do taking on Ronald Reagan's re-election. (1) Tom Messner and Barry Vetere, two of the three creative directors at Ally & Gargano, left to join Walter Carey to form the start up.
In 1964 formally titled "Peace, Little Girl," but more commonly known as the "Daisy" ad, this famous political commercial was produced primarily by Tony Schwartz for President Lyndon B. Johnson's 1964 campaign against Barry Goldwater.
"Most political advisors are so bafflingly incompetent, it would make your head spin." ~ Spencer Pratt
In 1968 Spiro Agnew was unknown on the national stage when Richard Nixon selected him as his running mate. Hubert H. Humphrey ran the "laughter" ad. “Spiro Who?” This ad also makes fun of Agnew, but suggests that his election would be no laughing matter. Like the "Daisy" ad, it too was created by Tony Schwartz.
In 2026 the airwaves have been plastered with an unprecedented amount of Politicads this year. Midterm ad spending is expected to top $1 billion. (2) We're seeing a refreshing new approach to Politicads, a shift that breaks through the cluter and disdain for political flyers, yard signs, empty promises and ominous bad ads. Spencer Pratt, who successfully ran for Mayor of Los Angeles, California started the trend with ground breaking new media approaches. Pratt, an American television personality and political figure best known as a breakout villain on the MTV reality series The Hills, refused to follow the old fashioned political campaign strategists and connected with his voter base through guerilla marketing. Pratt relied heavily on viral, fan-made artificial intelligence videos and a zero-dollar traditional TV advertising strategy. Example: Spencer Pratt's campaign is highlighting his plan to clean up Los Angeles by power-washing the concrete and letting the remaining dirt spell out the message: "Imagine if the streets were this clean."
In Australia One Nation’s latest campaign ad for the Victoria State election has also gained international attention for their ad "Coming out… As a One Nation voter." Steve Hilton, 2027 California Governor race candidate, struck a similar tone by using a similar stratgy ditching the old, pointless political style ad stategy too.
Let's hope this approach continues and let's hope America puts a stop to voter fraud, ballot harvesting and election interference. Remember, political advertising must include a message that explains who paid for it (sponsor identification) to comply with State laws. (3)
If you're a company looking to create a marketing campaign or build an in-house agency, contact Kevin Amter. Like his internationally awarded integrated America Express campaign and dozens of other Fortune 500 work can strategically move your company in a winning direction.
SOURCE LINKS:
(1) The Tuesday Team: The Inside Story of the Admen Who Got Reagan Re-elected in '84(2) House Democrats Get Creative With Their Attack Ads
(3) Political Advertising Guide