Steve Novick and how campaign ads are done

Honestly, when most politicians try to be funny it makes us squirm with embarrassment.  "Awk-ward!" we think, as McCain sings "Bomb Iran". . . not that Democrats are any better at humor (though they're slightly better at not looking like warmongering fools).

Introducing Steve Novick, Democratic candidate challenging Oregon Senator Gordon Smith, and how campaign ads should be done.  After the jump.

Novick's ads are gaining popularity on YouTube, arguably the best bang-for-buck method of gaining voters' attention -- if you can first gain their interest.  AP even published a story on this phenomenon, though I'd rather not quote them as they open up with spoilers so I suggest watching the ads first:

A Beer With Steve
To Tell The Truth

I actually found the ads genuinely humorous, which is (despite its subjectivity) critically important when using humor as an approach.  I believe most politicians would like to exploit humor in their campaigns if they weren't so socially inept.  It's a high-risk, high-reward approach.

As an aside, as the AP story notes, it's probably a wise decision for Al Franken, at least, to tone down the humor.  He's a unique case, however, as voters identify him as comedian first.

Which leads me to my next point.  The purpose of the ad is self-introduction.  The humor succeeds at grabbing attention, but the message still needs to be delivered.  From the AP:

"It's nothing to shy away from and nothing to hide," said Neal Bardele, a partner with Eichenbaum & Associates. "He is a very confident man, a very intelligent man. One of our objectives is to get people to know him, and to know he is not a traditional politician." . . . "What he's done is shown that you can have pride as a disabled person," said Bob Kafka, national organizer for a disabled-advocacy group called ADAPT in Austin, Texas.

I agree somewhat with Neal Bardele and strongly disagree with Kafka.  This isn't about disability; this is about presenting himself as he is, in a manner that resonates with voters sick of D.C. insiders.  A key symptom of insider poisoning is social ineptitude among grounded folk, and Novick's brand of humor presents the viewer with solid evidence that he's not infected.  He's not exploiting a disability so much as utilizing his distinctiveness.  If he wasn't short and one-handed, he and his advertising firm would find another way to get the message across.  This is the lesson that needs to be learned by candidates before throwing money at ad campaigns, assuming some of our more tenured Democratic legislators aren't genuinely too far gone (John Kerry, Hillary Clinton?).

All that said,

Unfortunately for Novick, the Democratic Senatorial Campaign Committee has chosen to back Oregon House Speaker Jeff Merkley in the May 20 primary, and has already directed nearly $100,000 to his campaign.

Knowing nothing about Jeff Merkley, my first reaction is that it's rather unfortunate the DSCC made up its mind so quickly.  Novick seems a very viable candidate, electable, personable and competent (he graduated from college at 18) and so far his approach leaves a very good impression.

(Hat tip to unknown Fark.com submitter for finding the AP story)

•  a rec...I'd tip if you had a tip jar

  Those are awesome ads! If nobody had ever heard of Steve Novick, a week after those run, that problem's solved.

  So much in politics is getting into and remaining in voters' comfort zones. These work wonderfully. The DNC need to hire whoever came up with these.

  Thanks for sharing.

  by papicek on Thu Feb 28, 2008 at 05:20:07 PM PDT

  •  Thank you!

    I felt strong ambivalence working on this diary.  I didn't see any Novick diaries in my (admittedly cursory) search, so I'd like to raise his profile as a viable candidate.

    On the other hand, those ads make such an excellent example of how to use the Internet, introduce one's self and resonate with voters that I'd like every Democratic candidate to view them and (hopefully) learn the right lessons.

    Humor is very nuanced, which makes it de facto a means of gauging one's social skills.

    As for a tip jar, I kinda learned my lesson.  I don't need or want the mojo, but if you know anyone involved in a campaign who would benefit from Novick's example, feel free to direct them to this diary.

    by Dragonchild on Thu Feb 28, 2008 at 05:31:11 PM PDT

    •  There are 3 diaries...

      with the tag "Steve Novick" (searching under "Stories and Diaries" with the search term: tag="Steve Novick").

      I forget a lot. I can't remember her name, but she was a Texas Democrat on PBS up here in Boston who'd been around the block a few times. She talked alot about John Henry Faulk (which is how she got my attention as I was flipping channels), and told one amusing but pointed story about the editor of a newspaper named "The Iconoclast" who'd been shot by someone who didn't like an op-ed or something. With her dry, arid wit, I sat there chuckling and flipped channels no more.

      She concluded with one thing I've never forgotten though. She advised liberals to season their advocacy with humor. In that spirit, many thanks to Bill in Portland Maine.

      by papicek on Thu Feb 28, 2008 at 05:46:47 PM PDT

      •  Dang

        I admit I only ran one search, but my Google-fu is generally strong, so I'm kinda kicking myself that I missed them.

        That said, I do also want to convey the message that humor (albeit risky) can be very effective in getting a campaign off the ground.  If you manage to get people e-mailing a link to your YouTube clip just for the humor value, you're essentially getting millions' worth of ad buys for free.

        I love humor so I wish I had BiPM's reputation, but I don't know if I envy having 10,000 Kossacks for bosses.  Why, that's almost like. . . being a Congressman!

        by Dragonchild on Thu Feb 28, 2008 at 05:56:02 PM PDT

    •  thank YOU!

      I have written a few diaries about Steve here on dkos and elsewhere. He's the real deal. It's great to see the effect he has on people who are just discovering him for the first time. He's a great progressive, hardworking, smart as a whip, and (as you've noted) very, very funny.

      Here's the thing: it's FUN to support Steve. We're having a great time promoting our candidate because even if we disagree with him here or there, he never lets us down.

      He won't let you down either.

      by vard on Thu Feb 28, 2008 at 09:59:41 PM PDT

  •  Russ Feingold's ad agency

    In this recent interview on (evil) FoxNews, Novick holds his own, exhibits a great sense of humor and gives credit where credit is due.

    I had never heard of him until all the expected politicians bowed out of challenging Gordon Smith. Then I checked out his bio. Impressive. But I still wasn't hooked until I saw him in person.

    What once seemed like a long shot now seems attainable...

    Supporting Steve Novick for US Senate since 2007!

    by East Bank Thom on Fri Feb 29, 2008 at 05:30:15 AM PDT

•  know a fellow in Oregon

  from the EARLY days of Students for Barack Obama who's been shilling for Steve for a long time now... saw these before, but the more attention they get, the better.

  Novick is awesome

  by TobyRocksSoHard on Thu Feb 28, 2008 at 05:27:21 PM PDT

  •  Novick will flummox the Republicans

    He's just unconventional enough that they have no real idea how to run against him. Like I always say, you can't beat Mr. Establishment with Mr. Establishment Lite. You need someone really different. Steve is that, for sure.

    by vard on Thu Feb 28, 2008 at 10:11:48 PM PDT

•  The AP link is now re-directed.

  Thanks for providing the videos.  They were great.  I can't say I know anything about either candidate, but I do think his ads are excellent, and he looks very sincere.

  by gooderservice on Thu Feb 28, 2008 at 06:04:42 PM PDT

  •  He's a smart guy and great on our issues.

    The only downside is it's hard to challenge a sitting Senator in your first try at elective office.

    But Steve is awesome. "Giant Killer" comes to mind.

    I think he rocks. And I'm not even in OR!

    by homogenius on Thu Feb 28, 2008 at 06:58:44 PM PDT

    •  He is good

      I don't disagree with anything you said. But there are good reasons why GOP Senator Gordon Smith and the Oregon GOP flat out ignore Novick while taking shots at Merkley all along.

      While I don't endorse any of the claims or allegations made in this Wingnut's post, I do think it gives a good insight into why they've ignored Novick and even seem to be trying to help him just as they tried to help Nader in 2000. Considering that Gordon Smith has never lost a state-wide election, such opinions are at least worth taking into account.

      by Preemptive Karma on Thu Feb 28, 2008 at 09:18:18 PM PDT

  •  Thanks for the heads-up

    The link should be fixed now.

    by Dragonchild on Thu Feb 28, 2008 at 07:39:57 PM PDT

•  Merkley

  Knowing nothing about Jeff Merkley, my first reaction is that it's rather unfortunate the DSCC made up its mind so quickly.  Novick seems a very viable candidate, electable, personable and competent (he graduated from college at 18) and so far his approach leaves a very good impression.

  That's certainly a reasonable way to look at it given that, as you say, you don't know him. But just wait until the primary vote in May and then you'll understand why the DSCC favors Jeff Merkley.

  Steve Novick is a fine guy and a good progressive. But there are good reasons why Gordon Smith and the Oregon GOP ignore Novick and instead attack Jeff Merkley, as this reich-winger's post testifies

  by Preemptive Karma on Thu Feb 28, 2008 at 09:11:37 PM PDT

  •  Why push right wing memes

    that are total BS, not to mention a year old?

    Your instinct was right the first time, Dragonchild--Novick's the right guy. He's the stronger progressive, offers the more complete change, and is running even--at worst--with Merkley.

    Here's Steve's user ID page, check out some of his diaries. Here's his website.

    Merkely is the safe choice with no real interest in risk-taking. We need better Democrats, IMO.

    by torridjoe on Thu Feb 28, 2008 at 09:57:59 PM PDT

    •  Just the facts, maam

      Here's an exercise for you that will take me completely out of the loop.

      Pull up Google and enter the following two search strings and see what happens.

      site:orgop.org novick

      site:orgop.org merkley

      It's pretty hard to argue with the facts.

      by Preemptive Karma on Thu Feb 28, 2008 at 10:33:10 PM PDT

      •  Merkley was ignoring him too

        he thought he could ignore Steve the rest of the primary. After four polls showing him behind Novick either against Smith or head to head, he seems pretty aware of Steve now. :)

        Maybe the GOP is ignoring him because they don't have any idea what to say that might work. I don't take my cues from them though--and I thought since you quit the OR GOP you had too. Maybe not so much?

        by torridjoe on Thu Feb 28, 2008 at 10:49:28 PM PDT