Humanize the Candidate

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OOH Case Study Humanize the Candidate Problem The candidate was criticized as distant or aloof. Running for his second term in the US Senate, Bob Bennett (R-UT) wanted to ad- dress that complaint, showing that he could relate to people. In sum, the campaign sought to “humanize” the candidate. Solution The candidate instructed his campaign to create advertising that would “cut through the clutter” of other political messages. The Bennett campaign used billboards to humanize the candidate. The campaign bought no TV or radio ads. The tone of the billboard advertising was light, gentle, and playful. The Bennett campaign spent $150,000 for a statewide pre- election showing, starting with a two-week “teaser” period. Senator Bennett’s son, marketing consultant Jim Bennett of Salt Lake City, wrote most of the copy. “We were self-deprecating and self-congratulatory at the same time,” said ad-writer Jim Ben- nett. Several of the billboards used alliteration, such as: “The billboards became part of the lexicon of the campaign,” said Jim Bennett. “When he (Senator Bennett) went out to speak, he was introduced as ‘Senator Beanpole.’ He loved it.” Meanwhile, Bennett’s light-hearted tone made his opponent’s negative (radio) advertising seem harsh and shrill. Background Bob Bennett was elected to his first six-year term in the United States Senate in 1998, with 64 percent of the vote. The Bennett name is well-known in Utah; Bob Bennett’s father had served 18 years in the Senate. Bob Bennett had high name identification in Utah when he ran for reelection in 2004. Result Bob Bennett was re-elected with 68 percent of the vote on November 2, 2004, a 4-point gain to Bennett’s performance in 1998. “The billboards were wildly successful. We set the tone we wanted. We humanized the candidate, showing that he can relate to people. And, it was cost-effective,” said Jim Bennett. Outdoor Advertising Asociation of America.

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SENSITIVE Is, MUR NO
FEDERAL ELECTION COMMISSION . ^ 2D!2 j;;in-B ni 1.2 OFFICE v;^ 'z:.zzzz IN THE MATTER OF: C I- ?i i::. COLUMBUS METROPOLITAN CLUB; OHIO REPUBLICAN PARTY; OHIO DEMOCRATIC PARTV. SENSITIVE is, MUR NO. ^ (0 • •' rr! CJ 2i:~rnr-. Q I. As explained more fully below, the Columbus Metropolitan Club (CMC), ^ May 2$ ^ 2012 violated the Federal Election Campaign Act (FEGA), 2 U.S.C. § 441 b(a), by p(«Viding the: Ohio Republican Party'and Ohio Democratic Party, and their presuniptive, presidential candidates, Mitt Romney and Barack Obama, respectively, corporate campaign contributions. The Ohio Republican Party and Ohio Democratic Party are also in violation of the FECA because they participated in arranging, and accepting, these unlavi/ful corporate campaign contributions. See 2 U.S.C. § 441b(a)> 2. As explained more fully below, CMC violated the FECA and its implementing regulations by inviting, authorizing and allowing both the Ohio Republican Party and the Ohio Republican Party, through their chairs, Robert t. Bennett and Chris Redfern, respectively, to make campaign-related speeches to an unrestricted audience that included the generai public. See FEC Advisory Opinion 1996-11. CMC accomplished this illegal end by staging a "forum," which closely resembled a debate, between Bennett and Redfern on May 23, 20:1 !2, which was advertised by CMC as "Presidential Politics in O-H-l-O," and which the general public was invited and allowed to attend. Further, CMC filmed (Le., electronically capturing through video and audio recording) the forum in its entirety with plans to post this filming (as described above) on its unrestricted web page, which is open to and.
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