Incorporating political figures into commercial internet video advertising
Posted on Aug 29, 2012 by YuMe
With the U.S. presidential campaign in full swing, video advertisers have been turning to political figures as a way to capitalize on election fever.
In particular, Mitsubishi Electric Cooling & Heating recently included political consultants James Carville and Mary Matalin in two spots. The online video ads feature the real-life married couple bickering about personal comfort versus energy use. The debates center around political buzzwords, pitting the Democrat Carville against the Republican Matalin. The two videos combined to have close to 1,600 views on YouTube from August 24 to August 28. The release of the video ads overlaps with the dates of this year's nominating conventions, Adweek reported.
"We knew, taking our ‘Split Personality’ campaign from showing one homeowner battling with his or her alter ego to a couple battling each other, we had to find spouses who truly served as each other’s opposites," Joe Mastroianni, chief marketing officer for Mitsubishi Electric Cooling and Heating, said in a statement.
While some video advertisers try to capitalize on election season, they need to be careful about not offending anyone's political sensibilities. According to a recent study by Time Inc. and Mindshare, more than 70 percent of all families polled said they like to buy from brands seen as supporting the same causes they support. The Mitsubishi spots avoid coming off as biased by featuring figures from both major political parties.
While the ads serve as an example of engaging viewers from multiple parties, it will also engage viewers on multiple screens, as the popular internet spots will also air on TV networks such as CNN, Fox, ABC and CBS, according to Adweek.