Not His Best Effort
Since our founding editor has written his fair share of TV commercials for Gov. Mark Sanford, we like to think we know a bit about his exploits on the tube.
And more often than not, it’s a medium where the governor excels – effortlessly translating his folksy, “aw, shucks-ness” and tanned telegenic looks into paid media gold.
That’s why Sanford’s performance in his latest TV ad is so disappointing.
First, to the tape …
Alright, we’ve watched this four times now and keep coming back to the same conclusion – it’s one of Mark’s worst commercials ever.
And it’s a dud delivered at a time when Sanford really (some would say desperately) needed to connect with people, to convince them that his plan of paying down debt with “stimulus” funds is a better way to go than “taking the money.”
This ad doesn’t do that in our book. Not even remotely.
Seriously, Sanford is flat and uninspiring. He looks tired … old even. His hand gestures are staged and stuffy – much like the ad’s elitist backdrop. Even the commercial’s ‘money line,’ when Sanford says “the easy thing isn’t always the right thing” – comes off as canned and contrived.
Now don’t get us wrong, the script makes its fair share of good points, such as …
“More tax dollars will be spent in our state this year than ever before.”
“Going further into debt will not solve a problem that was created by too much debt.”
And our favorite …
“We have to finally restructure the broken ways our government operates.”
All true, but unfortunately these absolutely essential points are lost in (and we can’t believe we’re actually saying this) Sanford’s weak delivery.
No really. The governor had some decent (albeit not Sic Willie-caliber) material to work with, but he pulled up lame on this one.
It all starts with the tragically ill-conceived setting chosen for this ad – an elegant Victorian room with neatly-arranged picture frames and a friggin’ oil painting in the background.
Sanford references at the outset of the ad that “recent days have been difficult in our state and in our nation,” but whoever wrote the script obviously didn’t stop and consider how a line like that would mesh with a white guy in a suit and tie sitting (not standing) in Miss Marple’s study.
Also, there’s the issue of why this ad was paid for by Carolinians for Reform, which of course dredges up the whole NGA-Competitive Grant flap – one of the governor’s worst PR nightmares ever.
All in all, this was not Sanford’s best effort.
So what would we have done differently? You know, with a $25-50,000 production budget and quarter million dollar ad buy?
Glad you asked.
We’d have put Sanford outside. We’d have told him to ditch the coat and tie (which is typically how he rolls anyway). We’d have insisted he act like he has a pulse.
Of course much more fundamentally, we’d have made this ad a lot less about Mark Sanford and a lot more about the people who are ultimately on the hook for these billions.
For example, we would have devoted forty of the ad’s sixty seconds to non-Sanford footage, which would have no doubt included supportive testimonials from working folks as well as compelling shots of the ethnically-diverse children who are ultimately going to have to foot the bill for all this government boondoggling.
But hey, what do we know, right?
WEB EXTRA
Comments
By Mrs. Sic on April 10th, 2009 at 9:23 am
I’d have to disagree with you. I like it. Now, I don’t love it, but it doesn’t strike me as terrible. Sorry dear……
By Gillon on April 10th, 2009 at 9:38 am
Here’s my idea for a response to the Sanford add. You remember that guy that did the very successful Jim Hodges ads aimed at David Beasley and his opposition to the lottery in the 1994 gubernatorial election. You know, the one who sat in the country store with the Univ. of Ga. outfit on and said, “I just love David Beasley’s stand against the lottery because that means more money for Georgia through lottery proceeds.” Instead of the Georgia guy, you get an Arnold Schwartznegger lookalike, put him in front of the Golden Gate Bridge and in his German-accented English you have him state that “I just love Mark Sanford because if he turns down the $700 million Federal stimulus money that just means more money for Caleefornians(sic). Plus South Carolinians will have to pay it back just like we do.” Or, if you you don’t like the California governor for the spot, pick any governor from the overwhelming majority of those that welcomed the stimulus money. What do you think Sic Willie? You’re the expert, think that would fly?
By Laurin on April 10th, 2009 at 9:39 am
That’s a good breakdown of what would’ve made for a better ad. And one thing Sanford’s right about is the need for government restructuring. It’s a shame he never figured out how to leverage his office in a way that could make it happen.
By wow on April 10th, 2009 at 9:46 am
i agree not mark’s best ad. He looks like the governor of Stepford.
By T4 on April 10th, 2009 at 10:00 am
Shifty eyes while reading the teleprompter, among other things. I can’t even believe people take this guy for real.
By fitsnews on April 10th, 2009 at 10:04 am
Mrs. Sic-
Sic wants to know “Were you or were you not barefoot, pregnant and in the kitchen moments after making this comment?”
Yeah … he went there.
Would you like us to remind him where you keep his testicles or are you on top of that already?
-FITS
By Gillon on April 10th, 2009 at 10:16 am
Correction: It’s “ad” not “add” and it was the 1998 governor’s race, not 1994.
By Craig on April 10th, 2009 at 10:18 am
I agree on some points and disagree on others. Let me stipulate at the start that this is the worst I have ever seen Sanford on TV. But you also have to admit that even bad Mark Sanford TV clobbers most if not all other pols and consultants TV efforts.
Putting him outside would have been my choice too for this spot, having him walking with his boys would have underlined the “future generations” point better. But, this type of living room setting is where Sanford has delivered some of his most devastating blows in campaigns before.I was critical of it during the first campaign when he used what looked like his living room on Sullivans Island as being out of place for the ad’s message (an effort I believe Will was involved in.)But it didn’t matter, his ads in that campaign grabbed the suburban middle class zeitgeist like nobody I had seen since Reagan. I was on the receiving end as I was for another guy in that race.
I think any more than 10-12 seconds of adorable children on the screen in Sanford ads really take away from the producer’s (Lerner) biggest weapon, Sanford himself. You could throw in a quick shot of ONE graph showing the growth in the budget, but that’s it.
Other than those nit picking things, I think this ad is fine and will accomplish what Sanford needs to do, broadcast to his base army in the suburbs what the issue is, because up to now they haven’t gotten the talking points in any simple way from him.
Mission accomplished.
By Charlie on April 10th, 2009 at 12:18 pm
Yall are right, it is his worst. But you are missing the real reason except for noting the shifty gove . . . er, eyes. As Sic pointed out a few days ago, the governor is “bleeding”. He looks white or grey as a ghost. His dark side is becoming so apparent to an overwhelming majority of people in this state that he resembles a total eclipse of the sun, although he makes that seem very bright. But let’s be objective: he’s a star. The dimmest one.
By Surprised on April 10th, 2009 at 12:41 pm
This ad is a complete waste of $230,000. Why in the world would John Lerner advise the Guv to talk into the camera for a solid 60 seconds without some kind of B roll? That’s simply unheard of. And since the Guv’s performance was so anemic, this thing is a complete snoozer.
The critical flaw in the script is that it never combats the biggest reason why people of all political stripes want to take the money — because we’re all federal taxpayers who are going to foot the bill no matter if the money comes to SC or elsewhere!
The tightwad Guv must be freaked out about his tanking poll numbers if he’s willing to spend some of his money on a tv ad. Even if a friendly group paid for it, he raised it for them. He must be really scared.
By BIN News Editorial Staff on April 10th, 2009 at 1:07 pm
Today as always our funding editor had insightful comments at our daily staff meet’n. First, she was outraged by suggestions from sic(k) willie that someone may have made threats against sic(k) willie’s family. But consider the source.
Anyway, if it happened, there is no excuse. If it happened.
She was also upset someone called sic(k) willie’s wife a bad name.
Again, she pointed out the source: sic(k) willie. Remember him. The m@r@n who passed along the claim a Midland’s elected official has a Strom Problem.
And sic(k) willie is the m@r@n who tried to make hay over the grave of a “poor little black girl.” What a m@r@n.
By ~Brink LLC~ on April 10th, 2009 at 1:26 pm
They should have placed a bottle of Pepto on that desk behind him, along with a stack of bills and a 10-key swinging from its cord, hanging on for dear life.
And the Guv’s hair pulled ‘asquander’ — with his sleeves rolled up.
White-knuckling a broken NO. 2.
By Wes on April 10th, 2009 at 2:44 pm
I think you guys have the point of this ad all wrong. I don’t think he is trying to convince anyone to change their opinions on this stimulus money. This is first step towards running in 2012, so he is trying to build a platform and show his staunch conservative credentials. The stimulus money debate has nothing to do with ad.
By liz on April 10th, 2009 at 3:13 pm
I want to know who Mark wants to write his check to. Who does South Carolina need to pay????? Names please.
By Mike on April 10th, 2009 at 9:31 pm
Why must you continue to allow the Bin News dude to post? Can we vote him (and his borderline-creepy rants) off the island?
By Rafe Hollister on April 10th, 2009 at 10:49 pm
Will, I’m fairly certain that the setting for this spot was provided at taxpayer expense. It appears to be the study/library located at 800 Richland Street, Columbia—–(Governor’s Mansion). It’s been awhile since the Hollister’s were invited to drop-by for lemonade but I recall this room. If anyone can refute this I’ll stand corrected.
By For real on April 11th, 2009 at 9:38 am
gotta agree with the elitist backdrop…just doesn’t sell well. Looks like -
“hey taxpayers, here I sit in a multi million dollar home with original oil paintings while you watch this on the rabbit ears at the soup kitchen and I gotta tell ya, taking that money just want make your life any better…or mine any worse”
By Old Bike Dude on April 11th, 2009 at 12:25 pm
Soon Sanfraud and W will share in some common glory as Sanfraud will be found responsible for returning South Carolina to it’s pre integration days of Democratic domination. Good job Markie mark, you’d make Ol’ Strom proud.
By Todd on April 11th, 2009 at 1:42 pm
If anybody really cares, the room in which Sanford sits is the front right parlor of the Governor’s Mansion. It is owned by the people of South Carolina and not Mark Sanford. This room is to the right as one enters the front door of the GM. The mantle piece was designed by Mrs. Burnet Maybank and installed in 1941. Mrs. Hodges had the medallions re-guilded during the last renovation. The piano over MS’s left shoulder was donated by Gov. and Mrs. Byrnes. The painting is of John C. Calhoun as a young man. The Russell’s acquired the small card tables and paintings on either side of the fireplace. The Russells were very generous in donating items to the mansion. If you haven’t been on a tour of the mansion, please do so. It is a great place. I have way too much time on my hands….. .
By Mabette on April 11th, 2009 at 2:23 pm
We all do, Todd. That’s why we’re all fat. That, and all these modern inventions. If it weren’t for my dishwasher, washing machine, dryer, and computer — I could be svelte and in the movies. Or at least doing NutriSystem commercials.
By Phil on April 12th, 2009 at 10:45 am
Ha Ha! Well, he should have followed his own advice and used the money towards all the debt…$250k…that’s how many teacher’s jobs….or, maybe heat or ac for some schools…wow…maybe even some new technology for a schools in Marlboro County.
Oh, we’re not worried about all that…it’s on to 2012..! What an complete idiot…
Happy Easter.
By Phil on April 13th, 2009 at 10:41 am
Maybe Sanford could do Nutri-Systems commercials! Then take the royalties and pay down the debt while we all keep our jobs. I bet they never thought of that one!
By Eric on May 29th, 2009 at 11:52 am
Willie, looks like you missed this one. Apparently it’s very favorable.
http://www.youtube.com/watch?v=ESHpf30h5vA