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“Forward” Is Obama’s Newest Attempt at a Campaign Message

The Obama 2012 campaign is testing out a new campaign theme with its 7 minute long web video entitled “Forward.”

The general focus of the ad it to remind people how bad things were when Obama took office, while trying to convince voters that his efforts made things better than they otherwise would have been.

A single line by the narrator half way through the video perfectly sums up the difficult balancing act the campaign team has this election. The narrator says, “and while there is still more to do, there has been real progress.”

As an incumbent Obama is forced to run on his record.  At the same time he must deal with the fact that most people feel that the economy is still in very bad shape. The Obama campaign can’t run only on what he has accomplished or the job he has done so far, because those actions appear to have been insufficient to deal with our economic crisis. So the campaign must try to make the case that Obama has at least made some improvements, and that should make you trust that, if re-elected, he will continue to make even larger improvements going forward.

It is a tough needle to thread between claiming you have done a great job but also trying to explain why things are still bad.

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“Forward” Is Obama’s Newest Attempt at a Campaign Message

The Obama 2012 campaign is testing out a new campaign theme with its 7 minute long web video entitled “Forward.”

The general focus of the ad it to remind people how bad things were when Obama took office, while trying to convince voters that his efforts made things better than they otherwise would have been.

A single line by the narrator half way through the video perfectly sums up the difficult balancing act the campaign team has this election. The narrator says, “and while there is still more to do, there has been real progress.”

As an incumbent Obama is forced to run on his record. At the same time he must deal with the fact that most people feel that the economy is still in very bad shape. The Obama campaign can’t run only on what he has accomplished or the job he has done so far, because those actions appear to have been insufficient to deal with our economic crisis. So the campaign must try to make the case that Obama has at least made some improvements, and that should make you trust that, if re-elected, he will continue to make even larger improvements going forward.

It is a tough needle to thread between claiming you have done a great job but also trying to explain why things are still bad.

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Jon Walker

Jon Walker

Jonathan Walker grew up in New Jersey. He graduated from Wesleyan University in 2006. He is an expert on politics, health care and drug policy. He is also the author of After Legalization and Cobalt Slave, and a Futurist writer at http://pendinghorizon.com

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