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" A dilemma: Why is it that there exists in the culture spectacularly creative advertising, and yet political advertising is usually so terrible? &amp;quot;People in politics talk about this all the time: How do we make more creative ads?&amp;quot; says Jonathan Prince, thirty-eight. &amp;quot;So far, at least on the Democratic side, we haven&amp;#039;t quite figured this out. I never bought the notion that voters don&amp;#039;t respond to advertising that&amp;#039;s too clever or too well-produced. Nobody loses because their ads are too good.&amp;quot; Last year, Prince, who was a senior advisor to Bill Clinton, partnered with DeVito/Verdi to try to create captivating advertising for campaigns. The ad below, &amp;quot;Growing Up,&amp;quot; won a gold award at this year&amp;#039;s Pollies, the Oscars of political advertising. Prince, whose new company, Soapbox, marries Madison Avenue to Pennsylvania Avenue, explains his creative decisions.  Republican Tom Coburn and Democrat Brad Carson were locked in a tight race for the senate in Oklahoma. Coburn had made rash statements, like calling for the death penalty for abortionists.  But these comments weren&amp;#039;t hurting him. The research showed that Coburn was vulnerable, though, to criticism that he opposed virtually every government spending program. So the trick was, what issues do you drive? You could do the typical thing and throw everything at the screen. The problem with that is you don&amp;#039;t drive any one message, and then nothing sticks.  And the research told us one more thing: There was a pool of voters who could be peeled away from Coburn, and that pool was moderate Republican or independent women. Coburn was doing well with those voters--in part because, before entering politics, he had been an obstetrician who had delivered thousands of babies.  Which gave rise to this thought: If he&amp;#039;s delivered so many babies, why is he against everything they need as they grow up? And &amp;quot;Growing Up,&amp;quot; a simple and distinctive ad, came to be. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.esquire.com/news-politics/a40/esq1205bbvander-208-3/>