There are new and variable factors to the election this year, which makes it maddening and interesting at the same time. Without wanting to forward anyone’s political agenda, as advertising professionals, we do want to offer what insight we can about the use of advertising to win elections.
Much has been made of Donald Trump’s mastery of “earned” media, but what of his “paid” media approach? Are his ads winners or losers?
I’ve chosen two clear winners here to focus on because they reveal some of The Donald’s secret sauce: His kids are his best assets, and naturally, he’s willing to use them to win the White House.
The more Ivanka and Donald Jr. get out in front of the camera, the more normal their dad seems. With the glow of his children upon him, Trump is not a monster, a fascist, or a circus clown—rather he’s a hard working dad who instills the right values in his much better looking children.
Trump has helped to turn Presidential politics into a reality TV program. Much of America now wants to hear him say, “You’re fired!” to the political class of obstructionists inside the beltway. Meanwhile, the fear of change is being offset by the above normalization strategy, which relies on his kids.
The Democrats will do everything in their power to paint Donald Trump as The Grinch who stole Christmas. His own team will counter (and go on the offensive) with messaging that says don’t be silly America, it’s safe to believe in Donald Clause.