I picked up on this very slick new video by Iraq Veterans Against the War on The Spot today. The high spec animation combined with the matter of fact voice over gives this commercial a very rational feel to it.
The makers, Veterans Against the War, have cleverly realised that because of the media saturation of highly emotional ‘war-time suffering’ footage, there is a need for a different approach in order to get their message to cut through.
Picking the right tone for the right time is absolutely fundamental to political advertising. This spot has judged that the mood in the US is one for pragmatic action, not tugging at heart strings. The message the advert drives home is: “with the election of Obama the battle of ideas around the war is over, these…. are the reasons why we’re right. Now let’s get on with getting the troops home.”