Once A Cosmopolitan Centerfold, Now A Senator

Andrew Graff, chairman of Boston’s Ad Club, writing in Adweek notes that Scott Brown won Ted Kennedy’s Massachusetts Senate seat in a special election yesterday largely by portraying himself as a common man.

Brown’s ads showed him driving a pickup truck, amping up his Massachusetts accent and donning a barn jacket, like he was on his way to grab a Dunkin Donuts coffee and a Boston Herald before taking the T to work. He was positioned as a family man, a man of the people, walking the streets of South Boston, calling up to a fan in a triple-decker. Quite a feat for a man with three homes.

Graff also notes that Brown mastered the social space, online and off. So, he took a page from George W. Bush’s playbook, and another one from Obama’s.
Welcome to Washington, DC, Senator Brown.

About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.