The McCain camp just passed along this YouTube link of a preview video for John McCain's "big announcement" on April 25 that he's... wait for it... a bit more... RUNNING FOR POTUS. (Shock, awe.)
Jeff Jarvis doesn't like it, "John McCain continues his habit of putting out overproduced video."
I respectfully disagree. I like this video. The music is upbeat and captures John McCain in his element - connecting with voters and being a "straight talker."
Further, I find it curious that McCain leaked the video first to his Myspace community:
Over-produced? Maybe a little since it's another snappy video produced by a web vid professional, Justin Germany, who created a lot (if not all) of the web videos for President Bush's re-election in 2004. But the content and message are spot-on.
My biggest complaint? The title of the YouTube video is horrendous, "04.25.07 - Coming Soon." What the heck does that mean and how in the world do they expect organic YouTube users to find this video?
So Team McCain, though you're asking for chili in the video, I'm instead going to dish out a helping of porridge to you for the vid. But I'm not going to give you any sugar until you fix that title.
I'm getting slightly bored with the notion that EVERY web video has to be some grainy production where the candidate talks directly to the camera in an unscripted way. Don't get me wrong - I like that stuff and think it is effective.
But there is nothing wrong with ALSO producing pieces like this that attempt to get your volunteers excited. There is a place for both. Although hyping the announcement at this point is comical.
Remember the starbursts that always said "New" or "Improved"? That's what this reminds me of. Or maybe Laugh-in. Considering his target demographic, retro might not be a bad strategy. But then why put it on YouTube?
I have to agree with his claim that he's always been a conservative. He hid it better in the past. However, I do believe "Bomb Iran" has moved his image from straight talker to loose cannon. We've already had 8 years of that, I doubt the country is up for more. McCan already shot himself in the foot and I believe the wound is fatal. Ironic that the Beachboys should provide his macaca moment.
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Speaking of Shock and Awe..