Crafting a political narrative: The art of impactful messaging
The final touch: Scoring the perfect moment
In the world of political advertising, timing is everything. On August 5th, a group of Hollywood veterans, including writer-producer David Grae, editor Michael Lim, and composer W.G. Snuffy Walden, gathered via Zoom with Rep. Eric Swalwell to fine-tune a political ad aimed at preventing former President Donald Trump from reclaiming the White House. The ad, part of a broader campaign, required a critical adjustment in the score to maximize its impact.
Walden, an Emmy winner for his work on “The West Wing,” faced the challenge of transitioning from a light-hearted tune to a more ominous note. Swalwell humorously noted, “You’re being asked to go from ‘Here Comes the Sun’ to ‘Jaws.’” The ad features a Trump impersonator driving a school bus, and the timing of the music was crucial to its effectiveness.
A mother’s decision: The ad’s narrative
The ad begins with a mother walking her daughter to the bus stop on the first day of school. As the bus door opens, the driver is revealed to be Trump, ranting about “Being a dictator on day one” and “Roe v. Wade overturned.” The mother, shocked, decides to drive her daughter herself. The ad concludes with Trump crashing the bus into trash cans while declaring himself “A Very Stable Genius!!!!!” The final tagline reads, “You wouldn’t trust him with your kid. Why would you trust him with our country?”
This ad is set to be released on YouTube, TikTok, Instagram, and other platforms just before the Democratic National Convention in Chicago from August 19-22. It is part of an ongoing effort by Swalwell and other congressional Democrats to frame political issues in a way that resonates with younger voters.
Reaching the digital generation
Swalwell, along with other members of the Dem’s Future Forum caucus, understands the importance of engaging younger voters through modern, meme-friendly content. This approach is also reflected in organizations like the Lincoln Project, which have taken the lead in the media spin game, recognizing that traditional TV spots are no longer sufficient.
“We’re electing people, not policies. And so we really need to humanize this race as much as we can with stories,” Swalwell explains. “We have 30 seconds, not 120 minutes.”
The urgency of the moment
The chaotic nature of this year’s presidential race has made Swalwell’s team’s work even more critical. With President Joe Biden withdrawing his candidacy and Vice President Kamala Harris stepping in, there is no time to waste in motivating Americans to vote blue in November.
The ads aim to highlight the stakes of a Harris vs. Trump election and the potential consequences of a Republican-controlled Congress under a second Trump administration. They are designed to be more engaging than traditional political ads, targeting younger voters on social media platforms.
The power of storytelling
Swalwell’s push for more effective Democratic messaging was inspired by a conversation with screenwriter Billy Ray, who emphasized the importance of leveraging Hollywood’s storytelling expertise. Swalwell has since enlisted the help of top creatives, including writers Nasim Pedrad and Jon Schroeder, producers Doug Robinson and Tracy Falco, and actors Robert De Niro and Sean Penn.
These ads, produced on modest budgets, are designed to present a clear point of view on key issues, highlighting the far-right agenda and its potential impact on basic freedoms. They are straightforward and unapologetically bold.
The challenge of production
Swalwell, who was “raised by Republicans” in Dublin, California, has learned that producing high-quality video content is no easy task. For example, he realized that one of the earlier ads was missing a crucial element: a soundtrack. The right music was essential to convey the shock of seeing Trump as the bus driver.
“The score is supporting the shock we want when we see it’s Trump,” Grae pointed out during the scoring session.
A litigator’s approach
Swalwell, who followed in Harris’ footsteps as a prosecutor before entering Congress, uses his legal training to navigate the competitive world of political campaigns. He believes that Democrats have been too cautious on difficult issues and argues that direct language, such as “abortion” instead of “reproductive rights,” is more effective.
One of the first ads produced earlier this year depicted a chilling future where a pregnant woman and her husband must confront a police officer before going to the hospital.
Changing the narrative
Swalwell is motivated by Harris’ candidacy and the opportunity to protect the country from the political turbulence of Trump’s MAGA movement. He believes that the election is about “freedom over fear” and that Democrats must emphasize the importance of protecting freedoms that are currently at risk.
“We’ve never, as Democrats, leaned in on freedoms before because they’ve never been so at risk. I think freedom is the overriding message. Vote your freedom,” he says.
Conclusion
In the high-stakes world of political advertising, every detail matters. From the timing of the music to the clarity of the message, Swalwell and his team are working tirelessly to craft ads that resonate with voters and highlight the critical issues at stake in the upcoming election. By leveraging the expertise of Hollywood creatives and focusing on engaging younger voters, they hope to make a significant impact in the fight for the future of the country.