Cautious Clinton campaign sticks with creative that’s moving the dial

iQ Media have released a report analysing the ad spend of the official Trump and Clinton campaigns over the last 30 days.

The data shows that, unsurprisingly, the candidates are focusing their spend on local TV stations (rather than national networks) in battleground states.  It also shows that, as I wrote last week, Trump is outspending Clinton the final weeks of the campaign.

One thing that jumped out to me was the fact that Trump is airing a number of different TV commercials at a relatively similar weight, whilst Clinton is only really pushing one.

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Clinton campaign focus spend on one TV ad
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Trump is running a number of ads at roughly equal weight

This indicates to me that Trump is varying his message depending on the political context of the state (you can get a flavour of his ads here), but Clinton’s campaign feel they’ve landed on a piece of creative that is moving the dial.

The spot, called ‘Mirrors’ (below), uses Trump’s own words to portray the Republican nominee as having a negative attitude towards women and asks voters “is this the President we want for our daughters?”

The power of the creative comes from the authenticity with which the cultural insight – that young women are often put under huge social pressure to look and behave in a certain way – is brought to life.

Despite the fact that it has over 5 million views (the most popular film on her YouTube channel),  it will come as a surprise to some that her campaign isn’t varying the copy from state to state; in 2012 there was huge amounts of hype around the way the Obama campaign varied their ads depending on events and the demographics of the viewer.

But the Clinton campaign’s research must show that ‘Mirrors’ is working and therefore, in a typically cautious way, they’ve decided not to take a risk on other creative.

 

 

Creatives against Trump

Donald Trump has provoked the creative community across the world to do their bit to get Hillary Clinton elected.  Below is a selection of the best I’ve found across the internet.

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UncleGrey in Copenhagen show that you can’t throw Trump under a bus, but you can accuse him of being unhinged on the side of one

 

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Wieden & Kennedy in Portland, Ore run a food truck serving baloney sandwiches
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Skate the hate away with Hateboards by Dalatando Almeida,  Ben Buswell and Liam Buswell in London, UK
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Trump running for president has made life “become stranger than fiction”
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The campaign ran in New York and is by Alex Reinoso, Alessandro Echevarria & Nick Elliott

 

Two weeks until polls close – Trump launches last minute ad-blitz

It’s two weeks to go until polls open in the US and I’ve written an article for Campaign about how Trump is trying to close the gap with a last minute ad blitz.

You can read the piece here, which includes a reel of his latest adverts and an analysis as to why it might be effective.