Television AdsHomepage > The 2009 Reed Awards > Television Ads2009 Reed Winners... Best Ad That Never Saw the Light of Day Devine Mulvey – "Bobblehead" The principle goal of "Bobblehead" was to communicate Brian Bilbray's record of pandering to special interests and cheating the people of his district in a humorous, creative way. Best Non-US Campaign (International) Newlink Political – "Voter" The idea of this advertisement was to show the importance of citizens' ability to make a conscience and educated vote choice. Most Effective Comparative Television Advertisement Adelstein|Liston – "Seat" Up against two very well-funded opponents, underdog Alice Kryzan had the budget for just one television spot. Both opponents—one of whom was the DCCC-backed candidate—were former Republicans, getting nearly all the press coverage in the race thanks in part to their constant attacks on one another. With the spot, Adelstein/Liston used humor to underscore that Kryzan's opponents were just more of the same bickering, special-interest-serving Republicans of whom voters have had too much. Kryzan, on the other hand, was the only candidate of substance with the real solutions voters need in these very troubled times. Best Use of Voice Over Talent GMMB – "The Running Man" – DSCC The goal here was to deliver a negative message against our opponent in a way that cut through an extremely crowded media market. The message was simple: Norm Coleman was running from his record of supporting George Bush, and it has hurt the people of Minnesota. The challenge was to do it in a creative and compelling way that cut through all the over -the-top doom-and-gloom ads that were flooding the airwaves in Minnesota. We produced the ad to look like a movie trailer and used a voice-over artist who specialized in recording movie trailers to carry our message. Best Villain Jackson Group Media – "Bush Guy" Who wouldn’t want to tie their opponent to George W. Bush this year? We intended to tie our opponent, Guy Ciarrocchi, to President Bush as a “Bush Guy” who should be held accountable for extreme policies that led to foreclosures and jeopardized voter’s futures thanks to reckless economic policies. Local Candidate Communications Counsel, Inc. - Greg Hartmann for Commissioner: "Little Things" The economy was the number-one issue in this race, and our candidate was coming off a statewide run for Secretary of State in 2006 and he was an incumbent on the Clerk of Courts. The goal was to create credibility on the issue that mattered: the economy. To do this, Communications Counsel, Inc. create a spot that focused on taxpayer cost savings that the candidate had made as Clerk of Courts. These were little things that added up to substantial taxpayer savings, and gave the candidate credibility as a guardian of tax dollars. State Legislative Candidate Jackson Group Media – "Gone, Gone" The goal was to use humor and a jingle to break through the clutter in a saturated market for ads—the battleground state of Pennsylvania—and to paint our opponent as someone who hadn't been around and had no experience. Democratic Congressional Candidate Adelstein|Liston – "War Doesn’t Leave" The goal of this premiere spot was to highlight Congressman Mitchell's work on the Committee on Veterans' Affairs during his first term in Congress—particularly the 21st Century G.I. Bill which Mitchell introduced in the House and helped pass into law. At a time when the nation is divided on the war, this spot stayed above the fray by showcasing brave Arizona veterans, who in turn express their appreciation for the Congressman's commitment to their needs and interests. Republican Congressional Candidate BrabenderCox – "Volcano" The goal of this ad was to inform voters that the client's opponent wanted to raise taxes significantly when she isn't even a responsible taxpayer herself. Statewide Candidate BrabenderCox – Yard Sale Yard Sale was produced to show voters that the client's opponent had taken money back from the criminals and given it to the state. Independent Expenditure Campaign/Issue Advocacy/Ballot Initiative TruthandHope.Org PAC and Lee Hirsch – Darrell Hanschen on Race This ad was targeted to Jackson, Missouri. As with the other local voices spots, the intent was to speak the language of local voters in swing states to move them toward Obama. The creators used local Republican and independent voters who were supporting Obama, and could express their support in a way that would make sense to the voters in their area. In this case, Darrell speaks in a frank way about race in language that relates to the way people are thinking in his part of the country. Toughest Television Advertisement Jackson Group Media – Wife-Beater With less than one week to go before the election, documents were discovered which demonstrated Republican legislative candidate David Huffman had allegedly beat his previous wife throughout their marriage while living in Colorado. The candidate had never disclosed that he had lived in another state and had physically assaulted his wife. This ad was produced and inserted onto broadcast with only four days to go in a race where the Democrat was assumed to lose. The goal was to prevent the facts in a straight, not over-the-top manner—almost as a "straight news" segment. We also believed this would have an added effect when placed near news programming. The creators knew the information was powerful enough that they didn't need to do anything to dress it up. Presidential Candidate TruthandHope.Org PAC and Lee Hirsch – Darrell Hanschen on Race This ad was targeted to Jackson, Missouri. As with the other local voices spots, the intent was to speak the language of local voters in swing states to move them toward Obama. The creators used local Republican and independent voters who were supporting Obama, and could express their support in a way that would make sense to the voters in their area. In this case, Darrell speaks in a frank way about race in language that relates to the way people are thinking in his part of the country. |
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