MoveOn.org: "Caught Red-Handed" Ad Their Best-Testing Yet

[Hissyspit]

Screenshots from "Caught Red-Handed"







"The video of the ad is embargoed until April 3 so as not to give a heads up to the Republican targets... Our new TV ad series 'Caught Red-Handed' is our best-testing ad yet. To get the ads on the air we need to raise $750,000 before Monday."

Text of MoveOn.org Email:

Dear MoveOn member,

After 24 hours, we're almost half way to our $750,000 goal. It's fantastic—thank you to everyone who's given so far.

Here's why we need you to help close the gap: people get that Washington is corrupt. They get that oil money in politics has hurt us. So, why do they keep reelecting the same terrible politicians? Because they don't get that their specific representative, who is a familiar face, is part of that corruption.

That's what this TV ad program is designed to fix. In key districts, we're going to connect the dots between corruption in Washington and specific representatives. Our polling shows that when we educate local voters about these connections, people drop their local pol like a hot potato.

Can you chip in today? If 18,000 more of us contribute $25, we'll beat our goal. Click below.

https://political.moveon.org/donate/redhanded.html?id=7160-5228739-GnKUioyfBoZcyTjDbm7.DQ&t=3

The $750,000 we're raising now allows us to do a very big buy, at what media experts call "saturation level." And, buying so many ads this early is just about unprecedented—but we feel we have to go all-out to make the connection in voters' minds.

We've structured the ad around a very memorable image: a photo of the local Republican Congressman with his hands colored red (see box).

"Instead of protecting us," the narrator says, your representative "has been caught red-handed, protecting oil company profits while we pay more at the pump."

The ad outlines the amount of money the representative has received, and the votes that he or she has taken to protect big oil. We see a picture of the representative with red hands. As it closes, the ad connects the dots: "Tom DeLay, Dick Cheney, Jack Abramoff, and now your member of Congress. Another Republican caught red-handed."

The ad is the best-testing ad we've ever made. Voters who we tested it with appreciated hearing about the connections between oil money and their representative. They changed their opinions about who to vote for as a result.

But this only works if we get the ads on TV. We need to raise the full $750,000 to get the ads on the air starting Monday.

Let's get these ads on TV and move closer to victory. Can you contribute $25? Click below.

https://political.moveon.org/donate/redhanded.html?id=7160-5228739-GnKUioyfBoZcyTjDbm7.DQ&t=4

[400Years]

1. kick

[Hissyspit]

2. kick for great images