When Mitt Romney entered the phrase "The Politics of Envy” into the political lexicon, I felt inspired to craft this message into a lifestyle commercial, much like Martha Stewart or Calvin Klein. I wanted this piece to ooze Bruce Weber style, while presenting the packaged good of Romney and his family.
Romney and his family are offered in the form of a fragrance advertisement. Like a cosmetic, he is selling an aspirational feeling of easy, casual, and timeless wealth. A life so perfect that is it to be desired above that which you know to be your own.
The shots of his extended clan foretells a potential Romney Presidential victory. Leading to a presentation of the Romney dynasty to come, when checkout stand publications gush with glee over the doings of Tagg, Matt, Craig, Ben, and Josh, as well as their spouses, children, and hangers-on.
The first 12 seconds of the video is taken directly from Romney’s ad Character, with the other still images are assembled in a satirical Ken Burns style. The piece is intended to mock Romney’s original ad, but also extend it to a logical conclusion. Romney is transformed and marketed like something from Tommy Hilfiger or Ralph Lauren, presenting a connection to a fantasy life, which is obtained by wearing the product.
The audio is Fred Astaire's 1946 rendition of Puttin’ on the Ritz by Irving Berlin. The music captures the objectified time of Romney’s early family life. For half a second I considered using Astaire's original 1931 recording with the racist lyrics which derisively describe depression-era Harlem-ites. But in this piece they might be misunderstood, even if the juxtaposition was even more effective at making the point as to Romney’s views on the feelings of average people.
“Envy” parodies Romney’s own ad by appropriating the language of cosmetics, expressing a desire for luxury and exclusivity. The shift from black and white to color ties the fantasy to the reality of Romney’s magnificent estates, horses, and the lifestyle that we supposedly all want so badly. The over-the-top green perfume bottle is purposefully exaggerated, tied into the retro themed stills and music. As Romney is a businessman and not a fashion plate, the play on the word “worth,” reverses “beauty is worth” into “worth is beauty.” We are envious of the Romneys money, houses, families, and lives. As we should be.