You don't have to be rich to rule my world...

in

[youtube=http://www.youtube.com/watch?v=xpBHwZZYkqs] "You don't have to be cool to be my girl,

ain't no particular sign I'm more compatible with

I just want your extra time and your...Kiss."

- Prince "Kiss"

You know, sometimes we feel like we have to put issues into ads.  It appeals to the part of our brains that is rational and logical. I've watched this ad 5 times now, and I'm still not sure why they waste time with the "Adam Kinzinger says...."

I don't remember it, and it just gets in the way of those great iconic people (both sounding and looking):

"We built america..."

"Real hard to explain to my wife, why I was losing my job."

"Young man, you have no idea..."

The stories, the emotion, these people are worth 10 narrators talking about Adam Kinzinger's policies. Their fear, anger, sadness, that's real, that engages me as a viewer and tells me more in 20 seconds than a rational argument could in five minutes.

My point about the Tom Barrett ad, is echoed here, you can have fancy effects, you can have a tight message and lyrical language, you can have great beautiful shots, a great script, or an amazing concept or metaphor, but emotion and story trump it all.