At Beloved Brands, we look at all types of brands and see what we can learn. We’ve done a few on politics this year, but you’ll notice that we never pick sides. If you can’t see straight when reading a branding article about politics, I suggest you stop reading. I’m just a marketer so this article will only talk about political brands, not about the policies of politics. Plus, I’m Canadian so I’m not even a voter in the US–I can remain objective.
Yes, the Donald Trump brand has clearly captivated America, dominated the media, polarized the electorate and rallied those who hate politics. What I like best about Trump is that his campaign has a Big Idea: Trump has a focused 7-second Big Idea brand message, that’s easily explained and understood. “Make America great again”. But Trump’s communication strategy has been largely based on provocative comments in the media, his Twitter handle and some great one-liners at the debates.
But the best ad I’ve seen this year has to go to someone not even in the race: Joe Biden. This ad ran during the Democratic Debate last night and again this morning during the morning newscast. It’s paid for by DraftBiden, a super-PAC trying to garner momentum behind his candidacy for President.
Joe is a great storyteller, with amazing natural warmth. This ad uses one of Joe’s speeches, telling a story of his dad and how the lessons he learned impacts his fight for the average working American. It reminds me of the Dodge Ram’s “God Made a Farmer” Super Bowl ad, which used a similar style of photos over top of a Paul Henry’s voice. The quietness of the ad captures your attention and the story holds your attention. It’s not really going to change your view on Joe Biden, or Hillary Clinton. It’s targeted to Joe’s biggest supporters to get them to hold off committing to a candidate until Joe makes his inevitable entrance into the race.
Interestingly enough, this ad is a replacement for another emotional ad, using Joe’s voice telling another story. But Draft Biden pulled the ad after an aide to the vice president expressed Biden’s desire for the ad not to run, saying it tread on “sacred ground.” It featured the story of Biden’s personal experience with tragedy after the death of his first wife, Neilia, and 1-year-old daughter Naomi in a 1972 car crash. Watch below and you can see how this might be a bit “too personal”.
Politically, Joe is likely the backup plan should Hillary Clinton stumble. But these are beautiful ads.
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