Rick Perry released this new campaign ad yesterday:
After watching an ad like this a person really just has to sit back and marvel for a moment. I have seen many political ads in my life, but I have seen very few that are this intense and say this much nothing. Out of two minutes, I was able to glean three bits of information.
1. Presiden Obama is a zero. There were several helpful, sometimes subliminal, images with the word "zero" in them. Like this one...
and this one...
And in case those visual aids weren't enough, at 0:30 there is a very helpful, ominous, disembodied voice which says "President Zero."
The viewer is then bombarded with the statistic that "One in six Americans is living in poverty":
And to put it a different way:
And just in case you were unaware of the implications of one in six people living in poverty, they're bad:
So now we know that's bad.
From this section we've established one very clear fact: President Obama equals zero. Got it.
2. In 2012...something about horses.
Upon first viewing, I immediately thought, "Oh, Rick Perry is strong and rugged, like a horse running through a murky river. Bingo." But then I rethought. Perhaps what I was supposed to glean was that Rick Perry was strong and rugged like the cowboy riding the horse through the river. However, I then realized that without the handy youtube.com video title telling me this was an ad for Rick Perry, at this point, I would still have no idea what this was about. There is literally no mention of Rick Perry, elections, campaigns, or Republicans by this point in the video. For all I know after 45 seconds of this video, this is an ad for a new zombie movie. It even has the classic "swings-swinging-ominously-in-the-wind" shot:
So I guess without the unfair advantage of the video title, I would have not been able to make any conclusions about the horses. Therefore, I must strike this from the list of things I learned from this video.
This inspiring image comes right after Rick Perry says something about America being the WORLD'S LAST HOPE. And since we, as viewers, now know that this video is about Rick Perry, this flag imagery is so much more powerful:
AMERICA
PATRIOTISM
STOICISM
RICK PERRY AND AMERICA
Obviously, RICK PERRY IS AMERICA. Therefore, RICK PERRY IS THE WORLD'S LAST HOPE.
Two solid minutes of video and I was only able to learn two things. Who made this?
That would be Mr. Lucas Baiao, the same man behind this ad for Tim Pawlenty, which is also incredibly intense while saying absolutely nothing. He's like the Michael Bay of political ads.
There are very few things in the world I find as absurd as campaign ads. I'm used to them pandering to the lowest common denominator: they're angry, manipulate statistics, play to peoples' fear, and pick the most ridiculous photos of politicians possible. But this new brand of theatrical, over-the-top, movie trailer-esque ad is just way too much for me. While watching this, I kept thinking of the trailer for the movie 2012.
The similarities are striking. Biblical references:
An embattled black president:
And a force of nature overtaking the White House:
In one video the force of nature is a tidal wave, in the other it's Rick Perry; same thing, right?
WRONG.
Dear political campaigns, please tell me things in your ads. Please.
Cait