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

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.