In Georgia politics, it’s generally accepted that an effective media buy for a statewide race costs upwards of $250,000 a week. That’s a lot of wampum. What do you do if you can’t afford to get your ads on TV?
You put them on your website, of course. That’s just what the Democratic candidates for U.S. Senate have done, some posting multiple videos. A few of them are short, TV-ready campaign ads. Others are long-form videos offering details about a certain issue or the candidate’s background.
Here’s what’s available for viewing:
Veteran TV reporter Dale Cardwell has a bit of an advantage in this area, since he can deliver his message on-camera rather than relying on voice-over talent. Right up front on his website is a short introductory video telling us that Dale is: A. honest, B. a truth-teller, and C. not controlled by special-interest PACs.
Cardwell archives his longer pieces on a different site with the less-than-catchy name, www.dalethetruth.com. There you’ll find videos that have something of the feel of the investigative reports Cardwell used to do in his old job. In two of them, he explains how the incumbent, Saxby Chambliss, is beholden to special-interest PACs. Another attacks Democratic rival Jim Martin for: 1. changing his mind about running, 2. counting Vernon Jones among his friends, and 3. you guessed it – being beholden to special-interest PACs.
In Vernon Jones’ introductory video, the DeKalb CEO touts his support for renewable energy sources. The actors hired to play grocery shoppers horrified by rising prices are a bit cheesy, but Jones himself has – not surprisingly – a smooth, confident delivery.
Jones’ other videos are a mixed bag. There’s an entertaining 10-minute recap of his entire life, beginning with his upbringing in a large, poor family in small-town South Carolina, and following his political victories – accompanied by inter-titles and a soaring, inspirational musical score. Actually, he did leave out descriptions of his many personal scandals, but we guarantee there won’t be a dry eye in the house.
He also includes a seemingly endless video about DeKalb that looks to have been produced by the county’s economic development department. It’s the sort of thing that puts people to sleep at chamber of commerce breakfasts.
New to politics, Atlanta businessman Rand Knight offers a video that merely uses ad-libbed testimonials by supporters. It looks and sounds as if it was shot at a meet-the-candidate house party, but in cutting between the same three people, it gives the impression that he has only a handful of backers.
In his “media” section, Knight has no videos, only photographs. Hundreds and hundreds of photographs. From seemingly every public appearance the guy has made. There’s Rand visiting a construction site, Rand at a Houston County meet-and-greet, Rand posing with a donkey. He’s a young, good-looking fella, but photos with almost no context don’t tell us much about what kind of senator he’d make.
Josh Lanier, on the other hand, has few pictures of himself on his site. Most of his videos feature Chambliss speaking, with Stephen Colbert-style subtitles providing commentary – except they’re not funny. His introductory video is a four-minute slow-zoom of Lanier speaking directly into the camera. And speaking. And speaking. It has something to do with offering voters an alternative to politics as usual, but only a mother would watch the whole thing.
Jim Martin, the best-funded Democrat, has been able to buy airtime; his first ad has been on TV at least a week, but if you just can’t wait to see it, you can view it here. It’s a typically slick, professionally produced, 30-second campaign ad with a stentorian voice-over citing Martin’s service in Vietnam, his concern for women’s health care and his legislative efforts to protect homeowners from foreclosure. Well-known Atlanta community activist Hattie Dorsey delivers an endorsement for Martin. And, lastly, the smiling candidate says: “I’m Jim Martin and I approved this message because it’s time someone stood up for the middle class.” The ad is almost a textbook example of going after the liberal base in a primary election.
Seen any of the ads? Did any of them sway your vote? Tell us what you liked or didn’t like. We’d love to hear your thoughts.
