Spectrum Rewind: Top 8 ads of election 2012
Welcome to my Spectrum Rewind series, where I'll look back at the 2012 general election and do some good ol' analysis in the spirit of this blog. Originally, I planned to make this flashback series one article, but I felt that doing multiple installments would give the topic some much needed breathing room. It would also allow for a larger amount of content to populate the blog, since I'd be able to section off bits of the election and talk about them seperately.
For this first article I went online and looked up commercials used in the last election campaign, and then decided to list them based on how memorable they were. This made it easier to throw away party loyalty when writing. Unfortunately, there is one major flaw in this list due to this design; if I couldn't find an ad online, it was immediately disqualified from appearing on the list. The FNM in particular had numerous commercials that I couldn't locate on Vimeo, Youtube, or any other video sharing webpage. It's a shame too, because this list would've been longer had I found more of their commercials. Nevertheless, the show must go on.
In general, I was very impressed with the quality and thought that went into these commercials. This list takes into account production quality, message, video length, intended audience and other factors, but it's still pretty subjective. With that disclaimer, let's dive right in. Here are my top 8 advertsments of election 2012.
8. Vote for your Future (Democratic National Alliance)
Even though I like the message here, the path the ad takes the viewer on to promote the DNA is just a bit too meandering to put it any higher. The main problem is not Branville McCartney's delivery, it's the too broad dialogue that manages to say a lot without saying anything. The dramatic music in the background that flows with the words is a nice touch, and "the power of the people is greater than the people in power" is a clever enough quote to satisfy the viewer. Good for number 8 on my list.
The good: There's a story here. The bad: Good luck trying to make sense of it.
7. We Deliver (Free National Movement)
I like this commercial because it appeals to the viewer's rational nature. The grid with animated pictures is easy on the eyes and looks more professional than a static slideshow. The copywriter in me loves the phrasing of "we pave the way", which was better than saying "da roads dem dig up." That being said, the tone of voice is a little high and mighty to me, with the obvious jabs to the PLP written in gold. When your main goal is to garner votes, alienating part of your audience is the last thing a political commercial should seek to do. Although this this ad 'delivers' a hearty amount of information to the viewer, it does so by poking fun of the competition for what seems like forever (and the PLP eventually shot back with this scathing edit: https://www.youtube.com/watch?v=Knz8myrbYXQ). I would have made this a 30 second spot instead of a full minute.
The good: Clean presentation. Happy tune in the background. The bad: A lot of puffery, borders on boring the longer it goes on.
6. DNA's first commercial (Democratic National Alliance)
This is a standard political ad that follows the script, right down to the patriotic flag waving in the background. There is drama in the beginning, a turning point in the middle, and a satisfying conclusion that includes a party slogan. Branville McCartney scores high marks for all three categories, but loses a few points for being a bit too broad (again) and not laying out a specific party platform. No fancy cuts or bold risks here ensure clarity of message, but it ends up being unmemorable for the same reason. Considering that this was the DNA's first commercial and it ultimately leaves the viewer with a good impression, it's hard to imagine them doing much better.
The good: Pretty universal message. Production is crisp. The bad: Does it's job and stops there. Doesn't push the envelope.
5. A New Generation of Leaders (Progressive Liberal Party)
I've seen this one so many times that I can almost recite the gosh darn thing by heart. PLP leader Perry Christie opens, supports and ends this ad appearing vibrant and cheerful. He lays out his message in a firm way, but not so forcefully that it could offend the audience. This ad stands out from the crowd because it aims to persuade rather than beg voters; nobody could disagree that The Bahamas needed new political blood and more jobs to lift us out of a recession. I like that the ad portrays Christie as a job creator first, then uses his record to prop up his platform second. Speaking of newer ideas, the PLP let a lot of their new candidates do the talking, even showing some clips of them having discussions amongst themselves. All the shots worked together to portray the PLP as a party full of problem-solvers.
The good: Great acting and diverse cast. The cinematography is dynamic and everything is set to an upbeat track. Reminds me of U.S. political commercials. The bad: Despite it's quality, it always feels like an advertisement. Occasionally tries to convey too many platform ideas at once.
4. PLP plans to combat crime (Progressive Liberal Party)
We come into the second half of the list with a clean spot from the PLP. Even though I have a bit of a thing for typography, this is without a doubt the most visually appealing ad on the list. I can't look away from the shifting words, creative transitions and shapes that annotate the narrator. His voice is professional but not devoid of emotion. The ad's opening is dramatic and somber, but the scenery changes to sunrise near the end with the display of the PLP's logo. This creates a sense of progression and adds a story-telling element without using a cast, which is not easy to do. I felt like I was skimming the surface of a multi-layered, comprehensive plan, which made me want to read the full version when the ad was done. 30 seconds does move quickly, and I think that the PLP made good use of every second. That alone makes it worthy of #4 on my list.
The good: The sunrise visual metaphor is well executed. Varied typography keeps the ad moving. The bad: Nothing really. It gets out of the viewer's way so hastily that it doesn't have time to make mistakes.
3. Are you one of those? (Democratic National Alliance)
I was very tempted to put this at the #2 spot. I loved this ad in 2012, and I still love it now. Back in 2012, there was a lot of talk about DNA supporters being nothing more than disgruntled members of the establishment. Some even painted the organization as "dead on arrival", a joke, and full of people that should never be taken seriously. In two minutes, the DNA spiun that message around and turned being "one of those" into a badge of honor. Extra points for the scene where Alfred Poitier and a coffee mug-holding Wayne Munroe laugh off assertions that the Bahamas does not have room for a third party.
A conversational tone and just the right dose of light humor almost carried this ad to the top of my list, but it's number three for a reason. I found myself wanting more when the ad stopped playing: I genuinely believe that this was one of those (pardon the pun) ideas that could have developed into an entire campaign. It was inspiring without ever once showing the DNA leader. It's a shame that there was no continuity to ensure the message sunk in with the electorate.
The good: Candidate-focused. Clear story-line with animated candidates. Demands your attention at the beginning. The bad: a little wordy, it's a bit easy to get lost in the middle. One hit wonder.
2. The things that benefit people (Free National Movement)
In all honesty, this ad probably did more for Howard Johnson's political career than it did for the FNM. No matter, this commercial edges out the DNA for the number two spot.
What is there to say? The 'we deliver' at the end of the ad put a literal full stop to the message. I love the feeling of finality I get when the ad is done. It takes clips of Johnson's speech brashly confronting the opposition's view of the government, and he does it all in relatable Bahamian dialect. Johnson has a conviction in his voice that transcends party boundaries and speaks straight to the soul of the listener. I also like that you don't have to watch the ad to feel it's impact; I'd feel energized even if I heard it on the radio.
The good: inspirational, emotional appeal reaches PLPs, FNMs and DNAs alike. The bad: the most quotable part of the ad isn't original, it's lifted from the film 'Malcolm X'. Oh well.
As memorable as this ad is, you've been had, hoodwinked and bamboozled if you thought anything other than this would be number one:
1. I should hang my head down in shame (Progressive Liberal Party)
Good advertisments elicit an emotional response. Great advertisments are remembered long after they stop playing. The best advertisments become pop culture.
There is only one ad that deserves the title of Best of 2012, and it is truly unbelievable and unthinkable. We've all said the phrase during the campaign and well after. It was just that good.
This advertisment is a fantastic example of political checkmate. The PLP captured Mr. Ingraham in his own words and supplemented the clip with some statistical facts. Whether you agree on how the PLP politicized crime during the last campaign or not, you can't deny that this was a strong political move that rocked even the most die-hard Ingraham supporters. There was no comeback that would ever make people forget the words "I would say to The Bahamas I am a failure, I have failed thee." I believe that this 30 second spot permanently swung the electoral momentum in the PLP's favor, and eventually ensured that Perry Christie would be Prime Minister for a second term.
With great spots like these, I can't help but look forward to seeing what the parties will cook up for 2017. Instead of doing a compiled list like this, I'll try to critique ads as they come out on the campaign trail for next time. Until then, I'll continue snickering at how ironic some of these commercials turned out to be in hindsight.
