The Rock 'N' Roll Of Rebuttals
From today's Ad Spotlight:
Democratic consultant Marius Penczner has seen his share of presidential campaigns from the inside, and he's not through with them yet.
In 1996, he worked for the Clinton/Gore team; in 2000, he was with Al Gore again when Gore was at the top of the ticket. And in 2004, he worked with another primary candidate who ended up on the ballot: John Edwards. This cycle, he's back with the former North Carolina senator in his second bid for the presidency.
But Penczner's portfolio extends beyond presidential media strategy. He also designed ads for Harold Ford Jr. (D) during each of his House campaigns beginning with his initial run for Congress in 1996. (GMMB did most of Ford's Senate campaign spots.) New York Times editorial writer Adam Cohen deemed the "Rancher" ad Penczner did for Nebraska congressional candidate Scott Kleeb one of seven "brutally effective" spots that aired during the '06 cycle. (Subscription Required)
This week, Penczner participates in Ad Spotlight's Q&A with political media consultants. Edited excerpts follow. [ERIN MCPIKE]
Q: What makes an effective campaign and/or issue-oriented ad?
Penczner: Resonance and recall are the rock 'n' roll of modern ad campaigns, particularly at a time when capturing the audience's attention is getting tougher.
Resonance in a spot's design and feel, whether it's emotional, visual or humorous, is the reason we watch.
Recall... the reason we tell others to watch.
Ask anyone standing near a water cooler. The best political ad usually [leads someone to say], "Did you see that commercial where...?"
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