How do I love this ad? Let me count the ways.
I love it because it's a story. It doesn't simply
characterize the candidate or organize his merits
in the form of an argument.
It starts with something immediately
compelling—the Vietnam battle for which Clark won his
Silver Star—and proceeds through the arc of his career.
Clark doesn't appear in civilian dress until more than
halfway through. It's the story of a soldier,
not a politician.
The ad doesn't rush the viewer. It doesn't try to cram a
maximum of words and images into 30 seconds, as many
ads do. It relies on still black-and-white photographs, giving
you eight seconds to absorb the first scene—an unheard-of
commitment in television time—and three to five seconds to
absorb each of the rest. I like the attitude this commercial
reflects: If you can't do the job right in 30 seconds, take
An American Story
Posted by EricR on 22. November 2003 - 15:40
- I HOOKED UP WITH HIM TOO!!
8 hours 18 min ago
- :30 second guy? I think he's
9 hours 3 min ago
- hh yes its the greates game
9 hours 9 min ago
- I know that guy at :24!! I
9 hours 22 min ago
- I can attest that the guy at
9 hours 27 min ago
- @Bobby McGhee that was
9 hours 41 min ago
- I'm pretty sure the guy at
10 hours 5 min ago