Note: this piece was prepared before November 4, and as such does not reflect the results of the 2008 presidential election.
On October 29 the Obama campaign unleashed a 30 minute documentary-style advertisement that aired during prime time on many of the major networks. The special was a huge success with an estimated 30 million people tuning in to watch it, scoring a Nielsen rating of 22 – meaning that 22 percent of all households with televisions in the nation watched the program.
The program itself begins with a short introduction by Obama, accompanied by a beautiful scene of golden wheat blowing in the wind and a soundtrack that is reminiscent of the score that Randy Edelman composed for the movie Gettysburg.
After the brief introduction Obama introduces the first of many families that are struggling to afford healthcare and pay their bills, desperately concerned about “making ends meet.” Following this touching characterization of the average American family, Mr. Obama blithely pins the blame for the current economic crisis on President Bush and “eight years of failed policies.” This point is used as a transition into a short segment on Barack Obama’s economic policies, none of which are actually enumerated, but simply alluded to in an amorphous way meant to appeal to the emotions of the viewer.
It isn’t until about 12 minutes into the program that the viewer is actually given specific numbers and information regarding Obama’s policy proposals. Occasionally, notable supporters appear on screen to share their fervor for these proposals, including Eric Schmidt, the CEO of Google.
The program continues to profile American families and workers that bring forth numerous grievances, complaining about the economy, taxes, cost of living, of healthcare and unemployment. One cannot but help feeling sympathy for these families, which is precisely the reaction that the entire advertisement seeks to elicit.
The program touches on education, using Obama’s own modest childhood to help bolster his credibility. Following this, about 20 minutes into the program, Obama begins to talk about his personal life, as the show displays clips from the campaign trail that highlight Obama’s vision for America’s youth.
Michelle Obama makes an appearance and talks shortly about her husband, and is followed by a string of prominent Democratic politicians that similarly praise Obama’s credentials and political prowess. As the Obamamentary passes the 20 minute mark the tone shifts to convey Obama’s hopes for America, very broadly presenting the policies not previously mentioned in the program, like Obama’s plans for the military. Shortly after these remarks the program begins to conclude, as the inspirational music returns with Obama speaking passionately in the foreground.
From a cinematic perspective, the Obamamentary was well produced. The entire concept of having a half an hour primetime special is unique and is certainly a testament to the originality and ingenuity that the Obama campaign has brought to this election. However, from a political perspective, one must hope that an Obama presidency would be more concrete than the thirty minutes of emotional appeals that characterized this advertisement.
For some this program was undoubtedly inspirational, and for others most certainly entertaining in a sarcastic sort of way. Either way, millions of people tuned in last week and millions more have viewed the corresponding YouTube video. So, whether the program influenced votes or not, it has certainly earned the right to be called a success.
Popularity: 14% [?]
