Set all that aside, and look at one TV ad, which right now might be overlooked or dismissed. If Obama does well on Tuesday Feb 5 2008 - either winning more delegates than Hillary or coming close to her - this TV ad, in my estimation, will be analyzed and discussed a long, long time into the 21st century.
The knockout TV ad of the 2008 campaign so far has to be 'Caroline.' This ad was unveiled only a couple days after Caroline Kennedy, President Kennedy's daughter, endorsed Obama in the New York Times and appeared in person to endorse him along with her uncle, Sen Ted Kennedy and her cousin Rep Patrick Kennedy.
It’s a brilliant ad for a whole lot of reasons; even more so considering the incredibly short turnaround time for this production. ( As a simple citizen posting on a blog, I have no way of knowing, but I doubt that this one was 'in the can' prior to very recently. )
'Caroline' is a 30-second TV ad running in the Feb 5 states and on national cable. I saw it the first day it came out and it knocked my socks off. I believe it will grab the attention of just about anyone who sees it, but it is particularly and obviously aimed at every Democrat over the age of 50. It will make a lot of people sit up and take notice, and stop and think.
Here's my amateur analysis :
The Visuals
(1) President John F Kennedy, walking outdoors with a uniformed member of the military (Marine?), plane in background. Color video clip.
(2) President Kennedy, outdoors, smiling, surrounded by crowds and cameras. Black/white video clip.
(3) Kennedy, spotlighted, speaking at podium in front of a huge crowd. Black/white photo.
(4) Man walking on moon, placing American flag on lunar surface. Color video clip.
(5) Barack Obama walking, a huge American flag in the background. Color video clip.
(6) Obama, outdoors, smiling, surrounded by crowds and cameras. Color video clip.
(7) Obama, outdoors, up close with people, hand on man’s shoulder. Color photograph.
(8) Obama, crowd of people swarming towards him, outreached hands. Color photograph.
(9) Obama, spotlighted, speaking in front of a crowd. Color photograph (quasi black/white).
(10) Caroline Kennedy looking directly into the camera, speaking. Color video.
(11) caption: 'Caroline Kennedy'
(12) Obama waving, on stage with Rep Patrick Kennedy, Caroline Kennedy, and Sen Ted Kennedy, applauding with crowd in background. Color video clip.
The Words
Caroline Kennedy does voiceover from 0:00 to 0:18, then speaks on camera from 0:18 to 0:28, concluding with Obama’s required voiceover message in the final 2 seconds.
This is what I trancribed to the best of my ability :
Caroline Kennedy voiceover:
"Once, we had a president who made people feel hopeful about America, and brought us together to do great things.
"Today, Barack Obama gives us that same chance. He makes us believe in ourselves again, that when we act as one nation, we can overcome any challenge."
Caroline Kennedy, speaking on camera:
"People always tell me how my father inspired them. I feel that same excitement now. Barack Obama can lift America and make us one nation again."
Obama: "I’m Barack Obama, and I approved this message." Web site and toll-free number.
Now, let's put The Visuals together with The Words
(1-JFK walking) Once, we had a president who made people
(2-JFK smiling) feel hopeful about America
(3-JFK speaking) and brought us together
(4-Man & flag on moon) to do great things
(5-Obama walking) Today, Barack Obama
(6-Obama smiling) gives us that same chance
(7-Obama connecting) He makes us believe in ourselves again
(8-Obama in crowd) That when we act
(9-Obama speaking) as one nation, we can overcome any challenge
(10-Caroline on camera) People always tell me how
(11-caption: 'Caroline Kennedy') my father inspired them
I feel that same excitement now
Barack Obama can lift America
And make us one nation again.
(12-Obama & Kennedys on stage) 'I’m Barack Obama, and I approved this message.' Web site and toll-free number.
I see a simple, stunning endorsement from President Kennedy's daughter and brother. About the only thing missing from the final scene of the Kennedys with Obama on stage were the late president's sisters, Jean and Eunice (who were backstage at that event) and Ethel Kennedy, the widow of Robert F Kennedy who called Obama 'our next president' in 2005 and said 'he feels it like Bobby felt it.'
On TV, the visuals are subtly powerful :
Outdoors.
Sunshine.
Walking.
Airplane.
Smiling.
Crowds.
Hands.
Spotlights.
Astronaut.
Moon.
American flag.
The Kennedys: President John F Kennedy, Caroline Kennedy, Rep Patrick Kennedy, Sen Ted Kennedy.
Caroline's relaxed, calm on-screen appearance is contrasted by the powerful endorsement of the late President's daughter who never endorses (except Ted in 1980) and who simply says Obama has qualities that her father had.
And in the first half of the ad, we see these intentional juxtapositions:
President Kennedy, with that famous stride // Sen Obama with his stride.
Pres Kennedy smiling // Obama smiling
Kennedy surrounded by crowds & cameras // Obama surrounded by crowds and cameras
Kennedy in the spotlight // Obama in the spotlight
Man walking on the moon with flag // Obama walking with flag in background
Updated to add : Keywords from the text include once, president, people, hopeful, America, us, together, great things, today, believe, ourselves, we, act, nation, overcome, challenge, my father, inspired, excitement, lift, America, one, again.
Take the time to watch it and analyze it yourself.
If Obama manages to do well on Tuesday and beyond, this TV ad could go down as being one of the most memorable in American political history.
Sources:
+ The 'Caroline' TV ad
+ Caroline Kennedy's endorsement of Obama in the NYT, 'A President Like My Father'
+ Transcript of the Mon Jan 28 Obama/Kennedy rally with Ted Kennedy's endorsement speech
+ Ethel Kennedy's Nov 2005 comments
