As a veteran of the ad industry, I couldn’t sit back and helplessly watch the McCain Palin ticket continue to tank in the polls. If only their message could be a bit more unexpected. So before things get too dire, I decided to sharpen a pencil, fire up Photoshop and got to work on lendin’ the GOP an experienced hand.
Republicans have always benefited from superior brand marketing (who can forget mascots like Willie Horton and the Swift boat veterans), so why should the 2008 campaign be any different? I’m convinced that with spot-on messaging and just the right amount of creative sizzle, the American public will know exactly who they should cast their vote for on November 4th.
For media, I've chosen OOH—that's Out Of Home to us marketing types. It's also commonly known as yard signs.
Let’s start with the current campaign slogan: "Country First." Me likey—short, memorable, connects with people. But does it say enough? Hmmm. It tells the voters why, but what about the how?
Now that’s what we in the business call "plussed." Still short, still memorable, but works much harder.
It’s hard not to notice a great deal of media reporting regarding the factual inconsistencies in the standard McCain Palin stump speech. Apparently, some of this misleading language has even spilled over into the campaign’s TV advertisements. While certain statements may be out and out "false," the fact still remains that a great deal of what they’re saying is true. Great brands always focus on what they do well while seeking to minimize any shortcomings. Let’s put that to work:
That pretty much nails it. Turns a perceived negative into a positive. And—dare I say—it’s "catchy."
Now, Sarah Palin. She came out of the gate smokin’, and while she still is smokin’ hot, (hey, sex still sells) her limited experience is beginning to make independent voters nervous. Time to put those fears to rest. No foreign policy experience? No problem.
Let’s not miss the opportunity to capitalize on her recent photo-op at the United Nations while it’s still fresh in the public’s mind.
Then there’s that whole Troopergate story that won’t go away. Why is it that these "bugs" have to come up right after you "go to market?" No matter, with enough righteous certitude, even the most cynical voter will have no choice but to admire Governor Palin’s single-mindedness.
Plus, there are so many positives to talk about with this sassy product of America’s last wilderness. She can raise a family, govern the largest land-mass in the union and still find time for a little recreation.
Edgy and a pop culture reference. Never hurts to have a bit of that in your campaign. Speaks to the X Games demo.
There’s also this matter of the pesky economy which Senator McCain has openly admitted is not his strong suit. One minute you need to make people think it’s solid, the next minute you have to scare the public into thinking they might be standing in a breadline. How about updating that timeless Hoover populist slogan? With a bit of finesse we can even add a dash of Governor Palin’s larger-than-life-experience.
Can you feel the connection, people?
I’m starting to think "The original mavericks" slogan is getting a little stale. The trick to good advertising is to say the same thing a little differently every time. That way your message refreshens in the consumer’s mind. So, a maverick in government does what? Gets rid of government, right? Therefore, we could say:
Sweet. Nothing is more powerful than well-worded truths.
Let’s try to shore up one of Senator McCain’s major weaknesses—that famous ill temper. Messaged correctly, anger can also be interpreted as decisiveness. And if you want to talk decisiveness, you talk Sarah Palin. Problem solved. Now, deliver that message with her quaint twanginess, and we might have something. Or should I say, somethin’.
Confident, folksy, sticky. A nice little double entendre about your foreign policy strength, too. I say print it. Sarah also killed it during her interview with Charlie Gibson. Let's not let the adoring public forget about this moment.
And while we’re at it, we all know that what you say isn’t nearly as important as how you say it.
And finally, there are those out there who would seek to question your age and fitness for the job of President of the United States. Utter nonsense. Those same people question your knowledge of economic matters. Let’s take the naysayers head on, with a powerful, succinct message that puts both issues to rest.
But if none of this stems the tide, the campaign can always rely on one indisputable aspect of Governor Palin’s experience—as point guard of the Wasilla High School girl’s state championship basketball team.
The McCain Palin campaign needs professional help. We have to get these messages on the street pronto. There’s no time for fancy art direction, Mac production, 3 rounds of proofs, press checks, fulfillment and distribution. And, we have no budget. We need to spread the word virtually. Send these yard signs out in email, post them on your blog or add them to your social network page. There’s not a minute to lose.
Join Brand McCain 08 on Facebook today.
Special thanks to Its the Supreme Court Stupid for the inspiration on "Desperate."
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By popular demand, here's the template so you can now make your very own McCain Palin yard sign. Optima Bold is the type face. It's a very non-elitist font.
UPDATE
Sorry, I was completely caught off guard by the enthusiastic reaction. There are lots of great suggestions in all the comments that I'll try to address:
All the signs can be easily downloaded and sent via email. That's the idea.
The blank yard sign can be used to make up your own slogans. Optima Bold is the font, but anything will do. This is open source messaging at it's best.
It seems everyone wants the real thing for their front yard or fender. No problem. I'm working on setting up a Cafe Press site tonight. All proceeds will go to non-profit organizations dedicated to helping children with special needs.
I have but one vote to cast. But I have a hundred taglines I can write.
UPDATE 2
Okay fellow citizens, the shop is up and running. The top 3 yard signs are available for purchase. More merchandise to follow. Have at it:
Brand McCain 08 Goods
But now I must take a break to watch The Daily Show.
I believe rb137 was the first to suggest: