{"id":2880,"date":"2011-03-07T19:00:00","date_gmt":"2011-03-08T00:00:00","guid":{"rendered":"http:\/\/www.calgarygrit.ca\/?p=2880"},"modified":"2011-03-07T19:00:00","modified_gmt":"2011-03-08T00:00:00","slug":"theyre-going-neg","status":"publish","type":"post","link":"https:\/\/www.calgarygrit.ca\/?p=2880","title":{"rendered":"They&#8217;re Going Neg"},"content":{"rendered":"<p>The Green Party rolls out an attack ad&#8230;on attack ads.<\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" height=\"195\" src=\"http:\/\/www.youtube.com\/embed\/j-GekKKNUTU\" frameborder=\"0\" width=\"320\"><\/iframe><\/p>\n<p>In my mind, this is a great ad. Likely the best so far of the pre-election cycle.<\/p>\n<p>It&#8217;s well produced but, as the Tories have shown, production value isn&#8217;t the most important trait of a political ad. The key is to have a the right message targeted at the right audience.<\/p>\n<p>With the environment fading as an issue since the downturn, the Greens&#8217; target audience right now is very much the &#8220;disillusioned voter&#8221;. The people who want to &#8220;send a message&#8221; or vote &#8220;none of the above&#8221;. This add plays directly to them, and captures the feeling of disgust they have towards the major parties.<\/p>\n<p>There are, however, two possible problems with this campaign. <\/p>\n<p>The first is that I doubt a &#8220;politics sucks&#8221; message is going to <em>motivate <\/em>Canadians to go to the polls and take the time to vote. There is a twinge of hope at the end of the commercial, but I wonder if it will be enough.<\/p>\n<p>The other, larger, problem is that the Greens are reportedly spending <a href=\"http:\/\/www2.canada.com\/nanaimodailynews\/news\/story.html?id=4396182\">less than $10,000<\/a> on the ad buy. These ads have great potential to go viral &#8211; but as a viral campaign, it&#8217;s primarily going to reach Canadians who are already engaged in the political process. To reach disillusioned voters, you really need to be advertising on mainstream TV shows.<\/p>\n<p>As I said, it&#8217;s a great ad. But it will only do the Greens any good if their target audience actually sees it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Green Party rolls out an attack ad&#8230;on attack ads. In my mind, this is a great ad. Likely the best so far of the pre-election cycle. It&#8217;s well produced but, as the Tories have shown, production value isn&#8217;t the most important trait of a political ad. The key is to have a the right [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=\/wp\/v2\/posts\/2880"}],"collection":[{"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2880"}],"version-history":[{"count":0,"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=\/wp\/v2\/posts\/2880\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2880"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2880"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.calgarygrit.ca\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2880"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}