Many Americans See Themselves In The Song

“Let us be lovers, we’ll marry our fortunes together
I’ve got some real estate here in my bag”

The 2016 Presidential election is in the books. It was a brutal affair and the dust has yet to settle. There are demographic factors, and Russian hacking, that we still don’t fully comprehend. What we do know is which candidate’s TV commercials worked the best.

Lynn Vavreck, a professor of political science at U.C.L.A. and John Geer, a Vanderbilt University political scientist, tested the spots with viewers and found that Bernie’s “America” reached people on an emotional level.

According to Vavreck’s report in The New York Times, “A few 2016 campaign ads stand out for how happy and hopeful they made people feel, and one ad in particular dominated. Nearly 80 percent of viewers said ‘America’ made them at least a little bit happy and hopeful in the week it debuted — including over half of the Republicans who saw it.

The spot features little more than a famous musical track and a slideshow of the audience. Sometimes simple works best.

The spot was made for Bernie’s campaign by Washington, DC Democratic media consulting firm, Devine, Mulvey, Longabaugh.



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.