Obamamercial – No “Insider Secrets” to Close Deal

Barack Obama stepped into the world of infomercial gurus like Carlton Sheets and Donald Trump on Tuesday, when he simulcast a 30-minute paid-program on seven networks. Wednesday, the Associated Press reported that approximately 33.6 million people watched, according to Nielsen Media Research. Various television media outlets reported that the Obama campaign laid out anywhere from $4 million to $8 million for this opportunity to close the sale with voters.

We last saw a presidential candidate use this advertising format in 1996, when Ross Perot aired his attempt to educate Americans about his policies using pie-charts, graphs and straight Texas-talk.

There was no comparison between the production quality of Perot’s simple show and that of Obama. Obama’s program glowed with Hollywood sophistication, opening with golden wheat fields and a multitude of faces from all walks-of-life, while the ever-soothing voice of Barack Obama spoke of hope, optimism and strength. The testimonials were heartfelt, as genuine people told their stories of being down on their luck and needing someone who understands to save them before it is too late.

The slow pace bordered on boring, and offered no new details to encourage the undecided voters, who were seeking a defining moment that would tip the scales for Obama and win their vote on Election Day. If you have the attention of more than 33 million viewers, shouldn’t you take that chance to tell us something that we have not already heard?

Americans are impassioned, intelligent people. We are used to being sold. That is why infomercials work! We commit to sit in front of our television set as a captive audience, affording us the opportunity to decide for ourselves whether the infomercial guru is a snake-oil salesman or the real deal.

If a voter is undecided a week before the election, why not provide “specifics” of how you will cut spending to get funds to pay for healthcare, education, energy development and job creation. Voters want and deserve to know specifics: no more talking points.

Will we ever have full disclosure on the associations with Ayers, Khalidi and ACORN? The LA Times refuses to release a tape that places Obama at a party honoring Khalidi, where disparaging remarks were made about Israel. The story was published in April 2008. Why would Obama want to leave the impression that he has something to hide? Or does he?

Overall, at a cost of less than twenty-five cents per viewer, the Obama infomercial could be considered a media win for Obama. On substance, it definitely fell short. Compassion for the testimonials is a good thing, but you only have to look as far as Fox News for a story about Joe Cook, an army vet injured in Iraq, who posted a two-minute ad on YouTube that incorporates more compassion and passion than Obama’s full half-hour. Although, the ad is titled “Dear Mr. Obama,” it is an endorsement for McCain that has received almost 12 million hits. And, it didn’t cost McCain one penny!