[youtube=http://www.youtube.com/watch?v=tKHu_gM893Q] [youtube=http://www.youtube.com/watch?v=ZyKkTjJ3lT4]
Not an entire review, but Just because I like them, here is Spitzer's newest entry. I like the fact they have two versions of the same ad, though I prefer the narrator version. The CG version I find hard to read and the CGs break up the visual flow.
Still good copy and nice visuals. I'm good with that.
[youtube=http://www.youtube.com/watch?v=ORFZqtGAzTA] Gosh I wish Elliot Spitzer could run ads from now till 2014.
I'm not sure this is a great ad, not even sure I like it, but at least the guy (well probably Jimmy Siegel) is trying.
What I like about this ad is it doesn't hit you over the head with it's message, doesn't feel the need to fill the quiet space nor pump you full of talking points. It keeps you waiting, and doesn't reveal itself till the end and even then, it doesn it with a crinkled newspaper headline. I really appreciate that they trusted their concept.
I'm not sure the music is right, but again, think of how this ad vould have gone: Elliot Spizer has spend a career going after Wall Street... Blah... blah.. blah... Instead of the usual talking points, they engage you with a reveal, and let your imagination fill in the rest (gosh, he has been a thorn in Wall Street's side) to my mind that's worth a 1000 talking points.
[youtube=http://www.youtube.com/watch?v=0TYfjg0dILo] When I talk about confronting the elephant in the room, this is exactly what I mean. I when I said Weiner needed to own his mistakes, to incorporate his fall into the rationale for running again, this is what I mean. This ad grabs you right from the start, and it leads with the most important information in a direct way.
"When you dig yourself a whole you can either lie in the rest of your life or you can do something positive...." That's a great line. Spitzer appears to be talking to an interviewer, but regardless of whether it was written for him or he came up with it, it's good copy and it's well delievered. In fact, this ad reminded me of what I like about Spitzer. As I said to a friend, he may be a son of a bitch, but he's a son of a bitch who's on my side. That's really important in politics, but especially for a position like Comptroller, where,... well let's face it nobody really knows what they're supposed to do, but you know it's about making sure things run the way they're supposed to.
This ad also does a great job of telling a story. Who's side is Spitzer on? Yours. Who's he against? Wall Street, big banks, special interests. I think that works because it doesn't confuse listing issues or accomplishments with telling a story. The subtext could easily be... Once upon a time there was a guy who went after wall street and took on the powerful interests. They didn't like him very much. Then he made a mistake... Now, he's risen from the grave to right that wrong, they still don't like him very much. Good, fuck 'em.
I couldn't tell you exactly what he says in that section, but what he says is less important than the sense it conveys. (Frankly, I'm not sure what the lesson here is. Is it just a well delivered line? Is it his conviction or past story that we're familiar with?)
The spot loses me about 40 seconds in when he starts listing his accomplishments, "When I... blah... blah... blah..." Maybe it's because it seems more about him than us? Or maybe it's because it's a little on the nose, a little too much 4 instead of 2+2. I'd be alright with ending it with "Everyone deserves a fair shot." Think the "... even me" not only should have been left unsaid, I think it weakens everything that came before it. Is it about him or us? Is he the fallen hero seeking selfless redemtion slaying demons? (They do a great job of tapping that archetype, btw) Or is he a self-absorbed egomaniac who can't stand being our of the limelight?
I should also mention the visuals, the close up of the glasses, the empire state building shot, which are really good.
All in all, I think this is a really good spot, that has flaws, but also addresses the biggest hurdle Spitzer would face his own fall from grace.