Two quick thoughts on this ad from Crossroads: http://youtu.be/5SgbQOqun-s
I think this ad is a complete fail for two reasons:
1. They introduce the King Angus theme at the beginning, but then don't go anywhere with it? Why waste seven seconds of the spot playing with Angus King's name, then just let the concept drop. So instead of a clever concept you have a gimmick that doesn't push the ad forward at all.
2. My understanding is that King was a pretty popular governor in Maine. I'm not sure how attacking his record as Governor makes anyone change their mind.
If they could have connected the whole King Angus with this record as governor, in other words, connect their frame to the specifics of the ad, maybe they could sell their message. Instead they have a series of talking point masquerading as an ad.