CatholicVote Uses Obama to Illustrate Analogy of Hope vs. Abortion
Marissa Brassfield — January 23, 2009 — Social Good
References: catholicvote & adgabber
President Obama’s name and image are used on a number of products and causes that vary in their relevance, but this pro-life ad by CatholicVote contrasts the president in a most compelling way--no matter your views on abortion.
The CatholicVote ad shows an ultrasound of a developing fetus with superimposed statistics we’ve often heard about African-American families. In the middle of the ad, the music builds up in tempo and the copy similarly changes its tune: “Despite the hardships he will endure, this child will become the 1st African-American president.” The ultrasound shots segue into President Obama and his family on Inauguration Day for the powerful climax.
The closing words of the ad, “Life: Imagine the Potential,” are superimposed atop a shot of President Obama’s torso. This message is similar to Obama’s theme of hope, which was so frequently repeated throughout the campaign.
The CatholicVote ad shows an ultrasound of a developing fetus with superimposed statistics we’ve often heard about African-American families. In the middle of the ad, the music builds up in tempo and the copy similarly changes its tune: “Despite the hardships he will endure, this child will become the 1st African-American president.” The ultrasound shots segue into President Obama and his family on Inauguration Day for the powerful climax.
The closing words of the ad, “Life: Imagine the Potential,” are superimposed atop a shot of President Obama’s torso. This message is similar to Obama’s theme of hope, which was so frequently repeated throughout the campaign.
Trend Themes
1. Pro-life Advertising - The use of emotionally powerful images and messages in advertising aimed at promoting pro-life messaging presents an opportunity for disruptive innovation that appeals to the values of a segment of the population.
2. President Image Use - The continued use of President Obama's likeness and image in advertising and marketing messaging provides an untapped source of disruption that can be leveraged for a range of messaging purposes.
3. Race and Abortion - The use of race as an issue in advertisements promoting pro-life values is a growing trend that highlights the potential for disruptive innovation in messaging that emphasizes the important role of race when it comes to issues of life.
Industry Implications
1. Political Advertising - The use of political figures and messaging in advertising is a natural match that offers opportunities for disruptive innovation in messaging that can appeal to a range of issues and concerns.
2. Religious Organizations - Religious groups, such as the Catholic Church, can leverage ads like these to promote their values and beliefs, offering an opportunity for disruptive innovation within the religious communications industry.
3. Women's Health and Wellness - The use of ultrasound imagery in advertising aimed at promoting pro-life messaging offers an opportunity for disruptive innovation that engages women with a focus on the health and well-being of their children.
4.7
Score
Popularity
Activity
Freshness
