RadioHomepage > The 2009 Reed Awards > Radio2009 Reed Winners... Best Use of Voice Over Talent M.E.I. Political – Pat McCrory Radio Spot Pat McCrory, the mayor of Charlotte and then a candidate for governor, was increasingly being viewed as a big-city guy who could not appeal to crucial rural voters in North Carolina. Hoping to flip that message and to appeal to the high numbers of African-American voters expected to turn out, M.E.I. Political brought in a Hollywood voice-over artist who does voice-double work for Morgan Freeman. The result was this more folksy, homespun ad aimed at African-Americans and rural voters, reframing McCrory as a community activist with whom rural voters could relate and emphasizing the positivity of his campaign. Congressional Candidate Hackney & Hackney, Inc. – "Deal With The Devil" Eighteen-term congressman Don Young entered the 2008 cycle under the cloud of four federal investigations, a steady diet of bad press and high negatives. Local and national pollsters predicted a loss in the Alaskan Republican Primary. Young had spent $1.3 of his $1.6 million campaign funds on lawyers and was outspent 5-to-1 by Lt. Gov. Sean Parnell, who was backed by Sarah Palin. But a series of radio ads produced by Hackney & Hackney, Inc. attacked Parnell's backing from Club for Growth and his "dishwatery" personality as making him an unacceptable replacement for the powerful but pugnacious Young. Young squeaked by with a narrow victory and went on to win the general election. Independent Expenditure Campaign/Issue Advocacy/Ballot Initiative Edmonds Associates, Inc. – "What’s Crack?" This ad uses Al Franken's own words against him with a message tailored to gun owners but appealing to those without guns, as well. Local Candidate Vision Media Marketing, Inc. – "Sarah Palin in Bergen County" Using a humorous, satirical impersonation of Sarah Palin to grab the listener's attention, this ad goes on to drive home the real campaign issues that favored Democratic candidates in the County Freeholder race in Bergen County, NJ. The spot aired for two weeks on major New York radio, generating significant online buzz, with mentions on Politico.com, Daily Kos and PolitickerNJ. Presidential Candidate Obama Media Team – "Buttercow Lady" To win Iowa, President Barack Obama needed to prove he "got" Iowa. He needed an ad campaign that showed he understood what Iowans were going through and that he had a real plan to addres their concerns. This ad used a very non-traditional validator—Duffy Lyon, better known as the "Butter Cow Lady" at the Iowa State Fair—instead of traditional validators like a politician or government official, which helped show that not only was Obama well versed in local Iowa traditions and that he is different from the typical Washington politicians. State Legislative Candidate Millennium Consulting – "What’s an Eisnaugle?" With a last name like Eisnaugle, Millennium consulting knew they needed to do something a bit different. So they decided on a lighthearted, humorous approach to increase his name identification. It worked. While knocking on doors or attending public forums, it was not uncommon for candidate Eric Eisnaugle to have some of the lines from the ad repeated for him. Statewide Candidate Edmonds Associates, Inc. – "Blessed" – Sen. Barrasso This introductory bio spot was designed to reinforce the candidate's reputation for being hardworking and approachable. Toughest Radio Ad Fletcher, Rowley, Chao, Riddle Inc. – "Good Question" This spot co-opted an interview with state House candidate Bob Buchanan to humorously demonstrate that he was ill-equipped to be a representative. |
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