Opinion: Trump is Right - Romney's 'Cool Obama' Attack Ad is Terrible

Friday, April 27, 2012 - 03:00 PM

Ann Romney looks on as Donald Trump and Republican presidential candidate, former Massachusetts Gov. Mitt Romney shake hands during a news conference held by Trump to endorse Mitt Romney for president (Getty)

Mitt Romney has a problem - he has Donald Trump on his side. Which means he has to at times appear with Donald Trump. He has to pretend to agree with Donald Trump. He'll no doubt have to apologize to Donald Trump. And now and then he has to listen to Donald Trump.

All of which is enough to make someone think twice about being a Republican nominee.

But maybe the Republicans need to listen to Trump's latest rant - directed against the RNC's own attack ad directed at President Obama, accusing him of being too cool to be president.

Most of the time, I'd prefer to ignore the Donald. However, Trump knows marketing - he makes more money licensing his name to real estate than he does by owning real estate. And he knows TV - he played the presidential speculation game with such savvy that it boosted his ratings (if not his popularity). He may not know policy, governance, tact or taste - but since when are those important factors in campaign advertising?

Whether you thought the Super PAC-pumped primaries were awful or amusing, you're about to see more from both sides that will range from regrettable to ridiculous. And as much as Americans say we don't like attack ads, sadly polls show they work.

But in the era of internet media, more companies are also realizing another avenue that works: investing in creative programming that audiences choose to consume, rather than ads that viewers are simply subjected to. After all, Trump's best advertisement for his own brand is a TV program that attracts viewers, not an advertising blitz that attacks them.

Could the two major presidential candidates create media that we select rather than commercials we frown at? If it works for the growing industry of branded content, maybe it could work for politics. It could be more positive - and at least it would be more entertaining.

Regardless, there's no doubt we'll keep hearing from Donald Trump, because that's what Donald Trump does. Thankfully, we can make a choice that Mitt Romney can't make: When we see The Donald, we can turn him off.


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Comments [3]

Kate from WaHi

Actually, the ad reminds me of exactly how cool my president is. The fly... way to bring back one of history's greatest moments of dexterity.

Apr. 28 2012 10:03 PM

Well that ad was amusing but it had about as much political relevance as a lolcat. I mean what am I supposed to take away from that? That Republicans care about student loan debt? But every time OWS has a day of protest against student debt the Republicans go berserk so that's not gonna sell. And some chuckle-worthy moments from Obama appearances covered in ugly as motion graphics? It's like they want me to laugh and get mad at the same time, don't think that's working either.

Want to see a better attempt to appeal to youth votes check out Francois Hollande's presidential campaign ad using "N****s In Paris" by Kanye and Jay-Z. Risky but it seems to work at least compared to that atrocious Romney ad.

Apr. 28 2012 01:01 PM

There is nothing funner than advertisements that aim to target the youth demographic and totally miss the mark. As a 21 year old I see exactly what they were trying to do, but they completely botched it.

The only attack in that ad that's might do something is the part that reminds Kanye that Obama called him a jack***, that one might lose him one vote...

Apr. 28 2012 11:58 AM

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