What’s more important, the TV buy or the ad?
At HOPKINS+SACHS, our answer is “both.”
Because with so much compelling television advertising out there, you’re not competing with your opponent’s ads. You’re competing with the thousands of well-crafted spots created by the nation’s top advertisers. So before you make your TV buy, you need to make damn sure that your ad is going to capture voters’ attention and keep it.
That’s why our television ads always begin with telling a story. That’s the best way to connect with your targeted voters and get them interested in your take on health care, education, and the economy.
The best brands tell the best stories. And the best stories make the best TV ads.
Pretty simple really.
MINNESOTA AFSCME — "MINNEAPOLIS"
In this ad targeted at an online audience, we featured the voices of union members talking about why they support Mayoral candidates in St. Paul and Minneapolis. These "member on the street" videos were created from extensive, unscripted raw footage where members talked about how Jacob Frey (Minneapolis) and Melvin Carter (St. Paul) share their values. This approach provided a compelling look at the election from the viewpoints of local voters.
HILARY FRANZ FOR COMMISSIONER OF PUBLIC LANDS — "MONEY CHANGES EVERYTHING"
Because the records of Hilary Franz and her general election opponent were so starkly different on issues including support for public lands and ties to special interests, we had a solid starting point in terms of message for this spot. We also needed a creative approach that would break through in a crowded General Election environment, so we used a very unique — and memorable — origami execution. This approach helped us to successfully highlight a couple of key differences between the candidates — contributing to a Franz victory and leading to the first discussion we've ever had in our shop about the proper way to create origami rifles.
HILARY FRANZ FOR COMMISSIONER OF PUBLIC LANDS — "SUSTAINABILITY"
Working with an IE to support Hilary Franz's primary campaign for Commissioner of Public Lands, we needed to show voters that Hilary had the background necessary to make a difference in the job. Another key goal was to let voters know that Hilary shared their values when it comes to protecting Washington's exceptional quality of life. We chose bold images to tell a compelling story about what was at stake in this race.
BRAD AVAKIAN FOR SECRETARY OF STATE — "TODAY"
In telling Brad’s story, we’ve come back time after time to the core priorities and values that Brad has emphasized throughout his career. It’s a story of a committed progressive whose belief in values like equality and opportunity have made him one of Oregon’s most accomplished leaders over the past decade. In this spot, we illustrate how Brad is the progressive champion we need while credentialing our message with trusted endorsers.
BRAD AVAKIAN FOR SECRETARY OF STATE — "silenced"
One of the most compelling stories in this race was the influence of big corporate contributions from Walmart and Big Tobacco. Our client Brad Avakian hadn't taken money from these groups; his supporters were progressives and working people throughout the state and this spot helped illustrate a crucial difference between the candidates in a very memorable way.
NEW DIRECTION PAC — "BETTER DAYS"
As more and more American families struggle with the growing income gap between the wealthy and the middle class, issues like those in this ad will play a prominent role in campaigns around the country. By putting the facts and figures behind the income gap in everyday terms and using personal stories to show how public policy impacts people's lives, this spot shows that only one candidate is concerned with helping local families build brighter futures.
PORTLAND PARKS BOND REPLACEMENT - "THESE PARKS ARE YOUR PARKS"
In order to help pass the crucial 2014 bond replacement measure for Portland Oregon's parks, we relied on an organic concept: Parks supporters had attended a City Council meeting and expressed their feelings using the tune from Woody Guthrie's classic "This Land is Your Land." We built on that idea by featuring real parks users from across the community to show both the urgency of the need and the broad-based support that local voters feel for their treasured open spaces.
BRODY KANE – “VALUES”
Communicating with voters in a judicial race poses a unique set of challenges. In this spot — which helped our client win a convincing victory — we show how his local upbringing has given him an appreciation for the values that residents believe should guide the legal system. Evocative imagery and local people give this spot a strong sense of place and help it connect with our audience.
Brad Avakian – “Priorities”
Working for Oregon Labor Commissioner Brad Avakian in 2012, we enjoyed a perfect fit between the candidates’ beliefs and the political moment. Brad has spent his life fighting for the kinds of causes – freedom from discrimination, equal pay, fair wages – that suddenly jumped to the forefront of the political dialogue in 2012. Because Brad’s priorities are, at their heart, based upon a view that everyone in America deserves a shot at the American dream, we decided to tell his story in a very inspirational, iconic way. This spot is very substantive – laying out a number of specific policy proposals – while also engaging voters with imagery that captures their hearts.
Sharon Wylie – “Questions”
Sharon Wylie had recently been appointed to a State House seat and needed to defend the seat in an off year. The Republican opponent had run before and drew significant financial support from the national GOP. This ad is based upon our poll findings that both isolated the opponent’s top negatives and showed how important women voters were to our victory. Instead of the typical “grainy photos and bullet points” approach, we wanted to deliver our message in a way that was familiar to our targeted demographic so it really stuck. We came up with the yoga studio setting, which allowed us to deliver a hard-hitting ad in a way that didn’t seem overly “political.”
Mike Schaufler — "Building a Better Oregon"
Dave Hunt — "Priorities for the Future"
This spot uses a distinctive whiteboard animation technique to tell a compelling story, which follows a local resident from being unemployed to becoming a successful business owner. By combining poll-tested language, a memorable story, and precise targeting, this ad delivers a very persuasive message on the issues most important to our target demographic.