Political advertising—particularly on the local stumping level—conjures up images of quick-and-dirty video, with even dirtier mudslinging: claims and counterclaims, accusations and counter-accusations. Indeed spots in a hotly contested election are often painful to watch. The last thing you’d expect to find in the genre is humor.
But comedy—of the self-deprecating variety, no less—is king in a three-spot campaign for Bob Coleman, a Republican candidate for Illinois Attorney General. One of the :30s, "Citizen Coleman," shows the candidate delivering a rousing speech, against a backdrop displaying a larger-than-life poster of himself. The scene is slightly reminiscent of that in the classic film Citizen Kane, when the title character is on the campaign trail, seemingly about to realize his gubernatorial aspirations.
Citizen Coleman speaks passionately about his qualifications and the ideals that spurred him to seek elected office. Building to a climax, he pledges "to stop the fraud-mongers and the purveyors of injustice wherever they may be. … On to victory!
However, Coleman’s commanding rhetoric with its built-in civics lesson takes an unexpected twist when the camera reveals his audience: a little girl in the center of a playground. She’s understandably puzzled by what she’s heard. Undaunted, the candidate goes on pontificating.
A tagline sums up the situation, describing Coleman as "A great lawyer—not a great politician."
Again, we see an overview of the playground, this time looking towards Coleman. He still stands behind a lectern, flanked by a row of dignitaries who are seated in folding chairs, on the grass. The distinguished group of adults surveys a playground with an audience that’s doubled—to two kids.
The other spots paid for by Citizens for Bob Coleman are "My Uncle’s Chicken" and "Projectile." The first shows Coleman being introduced to a group of Polish constituents, proudly addressing them in their native tongue. He over-articulates the Polish introduction that he’s written out, as English subtitles reveal his mistaken message: "My uncle’s chicken is dancing in his underwear."
In "Projectile," Coleman is being filmed as he tries to make some well-chosen remarks to prospective voters—while holding a baby. Actually, in take after take, he holds one baby after another, while each cries its head off, making it virtually impossible to hear Coleman’s speech. Finally, one infant spits up on him.
All three spots carry the "great lawyer—not a great politician" end slogan. In them, Coleman has taken time-proven, vote-getting techniques—and has bungled every one.
This atypically humorous political campaign was devised by a team from Chicago agency Zechman Creative: creative director/writer Jan Zechman, creative director/art director Mitch Gordon, art director John D’Asto and producer Larry Moon.
The spots were directed by John Komnenich of Komnenich Films, Chicago. Judy Friedman executive produced. David Kessler served as DP.
The campaign was edited by Bob Carr of Red Car Chicago, his support team being executive producer Vivian Craig and assistant editor Michelle Orzechowski.
Adam Sobocienski of Red Car Chicago was online editor and visual effects artist. Arturo Cubacub of iCubed, Chicago, also was an effects artist on the spots. Colorist was Pete Jannotta of The Filmworkers Club, Chicago. Red Car’s Drew Weir served as audio engineer.
