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Giant Rats, Talking Dogs & Convicts In Pink Tutus
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© National Journal Group Inc.
Friday, May 12, 2006
Fred Davis is the founder of the California-based Strategic Perception (R). This cycle, his clients include GOP Govs. Arnold Schwarzenegger (Calif.) and Sonny Perdue (Ga.), Vermont Senate hopeful Rich Tarrant (R) and the National Republican Senatorial Committee.
In the past, the agency has worked on the presidential campaigns of Morry Taylor and Dan Quayle, as well as President Bush's 2004 re-election. Other clients have included GOP Sens. Elizabeth Dole (N.C.), James Inhofe (Okla.) and Charles Grassley (Iowa).
This week, Davis participates in Ad Spotlight's Q&A with political media consultants. Edited excerpts follow.
Q: What makes an effective campaign and/or issue-oriented ad?
Davis: One you see. One you remember. If you don't stand out from the crowd... why bother advertising? We try to pierce the popular culture to get your attention; make you laugh, cry or maybe tremble.
Q: Which ads are more effective -- positive or negative?
Davis: Both. Depends on the circumstances. Ideally you can craft each ad, positive or negative, as at least a gentle contrast between two candidates.
Q: Is it easier to design ads for incumbents or challengers?
Davis: Probably a bit easier for incumbents, because you're already in the ballgame. If your candidate has done a decent job, it's a referendum on their history and the coffers should be full. But, it's a lot more fun to handle the challengers because there aren't many rules. Less to lose. Less pressure. Bigger challenge. And the greatest thrill on Earth is to win the ones no one thought possible.
Q: Do you have a favorite ad (or media campaign) -- either your own or someone else's?
Davis: We love "fun and memorable" in our company, so we love Sonny's giant rat, Mrs. Dole's talking dog and Bob Barr's phony farmer.But, you know what they say, the first time is always the best. Our first major political campaign was for my uncle, Jim Inhofe. Wasn't given much of a chance to win the Oklahoma Senate seat in 1994, so we had nothing to lose.
We put toothless convicts in pink ballerina tutus taking dancing lessons, and an inbred family on a backwoods porch applauding a bug zapper for entertainment. Jim became a senator and our phone never quit ringing. Yes, the first time's always the best.
Q: Who would be your ideal candidate to work for in 2008?
Davis: The winner, of course! Not sure who that will be just yet. I feel times are right for a leap to the front by some bold, consensus-building, dynamic leader. Perhaps one we know, but maybe one we don't. Someone who leads from the heart, not from the polls. Know one?
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