Errol Morris recently shot a new series of “switcher” ads regarding the 2008 presidential election. Only this time, he found people who are voting for a candidate who inspires them (Barack Obama) instead of against a candidate who let them down (George W Bush).
In introducing the site, Morris offers a taxonomy of what he calls “real people ads”, political ads featuring the views of average everyday people.
And then there’s the self-created interview ad that is a product of recent advances in technology. Camcorders that can be taken anywhere. We’ve seen self-reporting from the Iraq War and video diaries created by soldiers. The photographs and videos from Abu Ghraib are part of this phenomenon. Ultimately, video-blogging and self-reporting finds its expression in campaigns like the “Joe the Plumber.” As I understand it, the McCain campaign has posted on its Web pages a request for people to film themselves and discuss why they are Joe the Plumber or Hank the Laminator or Frank the Painter. The intention is to collect these testimonials and then cut them together for a tax revolt television ad.