DRAFTING GENERAL WESLEY CLARK FOR PRESIDENT
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The biographical spot “Preserve, Protect and Defend” was arguably the best television commercial ever produced on Clark’s behalf, even better than spots created by his presidential campaign. At a time when the nation was at war in Iraq and President Bush’s leadership was under fire, Wes Clark’s background as a four-star general and war hero made for an appealing contrast to the incumbent president – and was sure to pique Democrats’ and the media’s curiosity.
The ad aired in select markets in Iowa and New Hampshire, home to the first presidential caucus and primary. In addition, the media buy included Washington, D.C. cable to reach key opinion leaders. And finally, it aired in Little Rock, AR – home of Wesley Clark, along with the friends and family whose support he would count on before making any decision on a possible presidential campaign.
The spot’s impact was enormous.
Every major broadcast news network aired segments of the spot as part of its political coverage. Even better, programs such as ABC’s Good Morning America, CNN’s Wolf Blitzer Reports and NewsNight with Aaron Brown, MSNBC’s Scarborough Report, among others used the spot as a reason to book Clark on their programs and to question his intentions about a possible candidacy for president. Segments of the spot were played to Clark – who had never seen the spot. He was then asked if he would answer the draft movement’s call to arms and enter the race. More still, many print reporters wrote stories or columns about the spot and the momentum that the draft movement was creating. The ad was also converted into a webspot, e-mailed all over the world and posted to various political and news organization websites.
The massive amount of national publicity spiked the numbers of people visiting DraftWesleyClark.com, increased on-line contributions and the number of letters written to Clark urging him to run. On all counts, the strategy behind producing the spot was a complete and total success.
Due to the first spot’s overwhelming success two more ads were quickly produced and can also be seen here.
Read
Bud Jackson's view on Television and the Internet
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"The
best presidential candidate ad of 2004 wasn't done for a candidate -- it
was done for a movement drafting a candidate. Bud Jackson and The Jackson
Group used extreme creativity and communications know-how to produce an ad
that was incredibly compelling, and profoundly newsworthy. When it comes
to delivering bang for the buck, no one can match the Jackson Group."
John Hlinko
Grassroots Enterprise
Founder, DraftWesleyClark.com