MyDD AdWatch: New Iowa Obama Bio Spot

Here's Obama's latest bio ad titled "What If...", which started airing in Iowa today.

(h/t TPM for YouTube version,)

This is a really strong ad, stronger it seems to me than his first two bio spots. This ad has a stronger narrative that frames Obama as a longtime champion of the hope and unity on which he's based his entire campaign. It's successful for several reasons, not the least of which is that it gets digs in at his chief rivals, Edwards by recontextualizing (and hence appropriating) the idea of "one America" and Clinton by citing "reining in lobbyists" as his chief feat as a US Senator and both of them by reminding us he was a "leader with the judgment to oppose the Iraq war before it began."

The ad begins with a hypothetical that sums up Obama's campaign in a nutshell:

What if we had hope instead of fear, unity instead of division.

The ad then transitions to clips of Obama's 2004 convention speech before moving on to the obligatory resume items and as it takes you on Obama's journey from community organizer to US Senator, you can't help but think, gee, this guy HAS done a lot. And the feel of the ad is that of a general election ad. It positions Obama as above the fray and at the same time, presidential, moreso than I've seen him portrayed before.

I also REALLY like the reference to "restoring our faith in government," which I think is a sleeper theme of this campaign and is especially poignant in the wake of the Minneapolic bridge collapse and the trapped Utah miners.

The kicker of the ad though is at the end, just the two words:

Join Us

on a white background as his speech trails off accompanied by cheering supporters. It's an ask that at once references the Obama movement but also is a unity message in itself. It is a simple way of saying none of this need be hypothetical and that Obama, as Michele would say, is the answer.

Tags: Barack Obama, MyDD AdWatch (all tags)

Comments

43 Comments

Re: MyDD AdWatch: New Iowa Obama Bio Spot
I agree that it's his most effective ad yet. However, I didn't really see the dig at Edwards. If it's there, then it is pretty subtle.
 
by DPW 2007-08-08 03:23PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

I just reread the paragraph regarding digs at Edwards and now better understand what you mean. I guess I just wouldn't equate "recontextualize" and dig.

by DPW 2007-08-08 03:29PM | 0 recs
Giving away ad space now.

Well, when is equal time for all candidates?   Quite disapointing.

I guess MyDD does not want supporters of other candidates here.  I hear you loud and clear, Todd.

Running free ads for Obama.

 

by TomP 2007-08-08 06:44PM | 0 recs
Maybe I was naive

Wow TomP, I thought you were above this. There are ads for candidates front paged here all the time. You've really sunk to a new low.

by potus2020 2007-08-08 08:26PM | 0 recs
Thanks for the insult.

Pretty typical of you, potus.  

by TomP 2007-08-09 07:48AM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

That's my ten dollars at work! Heh.

by Pope Jeremy 2007-08-08 03:28PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

and my 5... keep up the good work, David

by Max Fletcher 2007-08-08 04:23PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

Blah blah Blah yack yack yack I hope no one remembers I threatened to bomb an ally blah blah blah yack yack yack Hope hopity hope hope blah blah blah yack yack yack everywhere but washington lobbyists blah blah blah yack yack yack hope hopity hope hope.

by DoIT 2007-08-08 03:28PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

Why are you like this?  I do not believe you are a democrat.  Even though many on the boards support different candidates, I have never read other dems bash each other's candidates ads.  You are just shameless.

by iamready 2007-08-08 03:32PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

why is it that the clinton supporters are so hateful toward everything Obama does?...It was so much better here without some of them...I wish we could deport those hateful people back to hillaryis44 or Hillaryhub.com

by JaeHood 2007-08-08 03:34PM | 0 recs
It is a great ad...

by iamready 2007-08-08 03:28PM | 0 recs
it's a good ad

but I am not sure that appealing to unity and post-partisanship is a path to victory in Iowa. It will appeal to a certain constituency within the Democratic Party, and to independents, but is that enough for Obama to win or place close second in Iowa? I'm not sure.

But that's the niche Obama has carved out for himself. I don't think any of the other candidates can really challenge him for that "let's all work together across partisan lines" niche.

I think the "dig" at Edwards is so subtle that most people watching the ad will not see or hear it.

by desmoinesdem 2007-08-08 03:35PM | 0 recs
Re: it's a good ad

I didn't hear the dig. Maybe that's a dog-whistle dig.

I currently support Edwards, and am a committed partisan, and think this ad is extremely strong. There's a 'movie moment' feel to it that comes across very well, I think.

by BingoL 2007-08-08 03:43PM | 0 recs
Re: it's a good ad

I did not notice the dig.

by iamready 2007-08-08 05:21PM | 0 recs
Re: it's a good ad

I could have been clearer about the "dig." What I meant was he's essentially appropriating the "one America" theme (he says "one nation") to advance his unity message as if to say "move over John, I'll be taking this..."

by Todd Beeton 2007-08-08 07:18PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

I'm an Edwards guy and I don't think the "dig" is anything new, Obama has been beating the unity drum for a while.

I think it's a great ad and it gives me hope that whomever the nominee is, we'll have a great ad campaign (and plenty of cash to keep it on the air.)

by dannybauder 2007-08-08 03:55PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

I really like these spots - I'm not a big fan of gimick ads like Rishardson.  I don't really see the Edwards dig, just a different vision... the ad is movement based, and that is cool and what people are looking for.  It is clean and professional (that is what 50 mil get you).  Over all they did a great job!

by CardBoard 2007-08-08 04:07PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

Nothing like being able to delete someone's post to show how big bad and powerful you are. Censorship is not democracy.

by DoIT 2007-08-08 04:10PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

You mean, and I quote, "Blah blah Blah yack yack yack."  You really do add so very much to the discussion.

by Obama08 2007-08-08 04:36PM | 0 recs
Zzzzzzzzzzz..............

Whay does "unity" mean, anyway?

Specifics?

by jgarcia 2007-08-08 04:29PM | 0 recs
Re: Zzzzzzzzzzz..............

In the context of this ad, I think that what unity specifically means is: "vote for me."

Not a bad message, politically-speaking.

by BingoL 2007-08-08 05:14PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

Obama is a "Uniter Not a Divider". Oh wait no, nooooooooooooooooo

Holding hands and bipartisanship never wins elections or primaries for that matter. The problem right now isn't partisanship or unity, it's actually focusing on the WRONG issues and getting nothing accomplished.

by bsavage 2007-08-08 04:40PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

Exactly.  The irnoy is he's running a 1992 campaign.  Or a 2000 one.  It's post 9/11, in the middle of the most vile, partisan president in history's second term, and there are many, many critical things that need to be addressed that are only being addressed by the Left.  Meanwhile the Right is bereft of ideas.

This is perhaps THE single most partisan mood the country has been in since FDR.  Unity?  Nope.  Wrong, Obama.

by jgarcia 2007-08-08 04:58PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

You're also guilty of thinking in a 1992 or 2000 mindset here. Working across the lines doesn't mean just splitting the difference, but talking about issues in ways that appeals to everyone, not just for the slight plurality of people who refer to themselves as Democrats.

by mihan 2007-08-08 06:43PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

It won an election in 2000.

by paragon88 2007-08-08 04:58PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

Actually, it lost an election.  The Supreme court "won" the election.

by Rooktoven 2007-08-09 07:19AM | 0 recs
Disagree - not strong

He doesn't say anywhere that he's a Democrat. Didn't we agree here for 06 that we want our team to promote the Democratic party brand? He's not just neglecting our team name - he's squishing it.

by mrobinsong 2007-08-08 05:09PM | 0 recs
Re: Disagree - not strong

I don't remember agreeing on that.

by DPW 2007-08-08 05:22PM | 0 recs
Re: Disagree - not strong

Oh, give me a break. I think the entire planet knows he's a Democrat.

A PROGRESSIVE Democrat.

by BlueDiamond 2007-08-08 06:47PM | 0 recs
You just proved the opposite point.

If the whole world, as you say, knows he's a Democrat, then there's no fucking reason not to just say it and be damn PROUD for once!

Repukes don't have that problem, now, do they?

by jgarcia 2007-08-08 06:52PM | 0 recs
Re: You just proved the opposite point.

Why would he want to emulate people you call "repukes"? I'm sorry, but there are a million things more important than announcing his party affiliation in an ad. Yet, you dwell on it.

by DPW 2007-08-08 07:00PM | 0 recs
Re: You just proved the opposite point.

if you don't know why, then I am not sure you will even get it.  it's all about branding.  we need a fundamental change in our branding.  did you see the "base" numbers from the 2006 election on dailykos?  our base was motivated and came out in huge numbers.  our nominee needs a repeat of that to win in 2008.  avoiding using your party in an ad ain't a real good way to fire up your base, don't ya think?

by jgarcia 2007-08-08 07:25PM | 0 recs
Re: You just proved the opposite point.

I find it hard to believe that anyone decides to vote based on explicit party identification in a candidate's ad. Who could possibly get "fired up" over such a meaningless thing?

by DPW 2007-08-08 08:41PM | 0 recs
Re: Disagree - not strong

That's my one beef with Obama and with this ad but for some reason here I don't mind it. I guess because it works with his micro message for this ad.

by Todd Beeton 2007-08-08 07:21PM | 0 recs
what have you done for me lately?

My view is that the most memorable lines come from stuff he did years ago (oppose Iraq and 2004 DNC speech). Great and all, but....

by Bob Brigham 2007-08-08 05:44PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

It is an excellent ad and it still leaves me with the question of how can we do this with such rabid Republicans in congress.  The Dems just rolled over for the WH.  The What If stirs up the possibility of  Maybe Not Possible.  

I still prefer Edwards fighting stance of what "my party, the Democratic party" is all about - doing what is right for working men and women.  I like the concrete vision.

Having said that, this ad still is very good and professional.  It shows Obama very well.

by pioneer111 2007-08-08 06:01PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

Winning, fighting....  Where are the specifics?  All platitudes no substance.  When will we give up the feel goods and get to the point.

by hbunce 2007-08-08 06:35PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

That substance thing again...funny how that line hasn't been used much lately.

by mihan 2007-08-08 06:44PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

Would an ad detailing a specific plan be better? I'm not sure 30 seconds is enough time to layout his health care plan, his poverty plan, or his foreign policy plan. Certainly any plan of substance doesn't fit well in 30 seconds. TV is for substance-less feel good moments. It is also why political dialog is confused currently.

by dhoisington 2007-08-09 06:20AM | 0 recs
guess it was time to get back to "hope"

The little detour into smear didn't work out so well.

by souvarine 2007-08-08 07:52PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

The ad is well put together and has good bio highlights.  The 2004 convention pieces will resonate with voters who see the current two party competition as a lot of polarized ideological posturing.  There are a lot of disaffected voters who feel there are more nuances and options in issues than the national political discourse allows.  

But unless a voter saw the remarkable 2004 speech, these snippets may not convey enough about Obama's call to unity to fill in the voter's questions about how this call to unity is different than previous promises of "bipartisan" efforts.

And then there are folks in the pundit infotainment industry and people deeply immersed in hard core partisan politics that won't get this because they don't want to get it or their self interest is tied to politics of division.  Until Obama's philosophy is handed to us in a 30 minute commercial we have to go to other sources and dig it up:

[Obama] alone seems to have a theory about the next era of politics, not the last. His appeal to unity is not as soft or aloof as it may seem. What's most interesting about it is that he's calling for an engagement with ideological conservatism itself, rather than with powerful interests. There's a real difference between calling for bipartisanship, as Senators Hillary Clinton and John McCain do, and calling for a mutual attempt to understand and respect the conservative worldview, as Obama does in The Audacity of Hope. At a time when conservatism is discredited, as a result of its alliance with the least-principled gang ever, Obama is calling it out and attempting to separate it from the narrow economic interests it has served. This is not just a standard accommodation to power and interest; it's an attempt to reground politics on questions of first principle -- in a way that will end to liberalism's advantage.

Mark Schmitt, "Obama and the Rules", The American Prospect

Anyone who wants to understand what Obama's concept of unity is about may be advised to read the first chapter of Audacity of Hope.  

by Satya 2007-08-08 08:23PM | 0 recs
Re: MyDD AdWatch: New Iowa Obama Bio Spot

How come the the threads about a particular candidate get so many more comments than the threads about general Democratic issues (like the one above this one).

It seems to me a lot of people who are on this site are more interested in bickering about Clinton, Obama, or Edwards than they are about support the progressive movement in general.

by wiretapp 2007-08-08 11:14PM | 0 recs
Where are the candidates on the wiretapping bill?

"Opposes warrantless wiretapping."

That's the only thing missing.

by southboundcinema 2007-08-09 05:19AM | 0 recs

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