Huckabee Ads Creative & Stay On-Message

With the primary season in full swing, the airways are about to become full of presidential campaign ads. The early start of the Iowa caucus and compressed schedule of primaries in New Hampshire, South Carolina and Florida means that the early winners are likely to ride the momentum to victory. Neither party offers an incumbent president or vice president as candidates for the first time in decades. Thus creating a wide open field for both the Republican and Democratic nominations.

The majority of campaign ads have focused on local markets like Iowa and New Hampshire so the campaigns can get the most impact for their ad dollars. As a result, the majority of Americans have not had the opportunity to see most of the presidential campaign ads. However, sites such as YouTube.com and the candidate’s websites offer forums for political junkies to get their ad fix.

I for one have never been a fan of negative ads and the mudslinging that comes with politics. A few ads that have caught my attention have come from the Mike Huckabee campaign. Huckabee, the former governor of Arkansas, was, until recently, a second tier candidate. For along time, he consistently registered single digits in the Republican primary polling. However, he has risen to front runner status in this week’s Iowa caucus. The appeal for Republican voters is his conservative social values and Christian faith. Rudy Giuliani’s two divorces and Mitt Romney’s Morman faith have left the “religious right” seeking another candidate. Before he entered politics, Huckabee was a Baptist minister for 12 years.

Huckabee’s campaign started a buzz on blogs and the internet when he debuted a parody add that featured Chuck Norris. The “Chuck & Huck” ads became an instant hit. See "Chuck Norris Approved ad. In addition, Huckabee’s campaign came out with a Christmas ad that was intended to remind people of the reason for the Christmas Season, the birth of Jesus Christ. See Huckabee Christmas Ad. The backdrop for the ad was a bookshelf and a Christmas tree. With the lighting and panning of the camera, the book shelf created the image of a cross in the background. Within hours of the commercial appearing liberals and television talking heads were in an uproar over the religious symbolism. Well guess what, it was a religious message- and intended or not- the symbolism was appropriate. Giuliani’s team’s attempt a humor and a Christmas message was a poor attempt and fell short in comparison to the Huckabee ads. See Giuliani Christmas Ad.

Huckabee’s most recent “Our Values” ad specifically communicate the candidate opposition to abortion. See Huckabee Our Values Ad.

So far this Presidential Election cycle, I am most impressed with the approach of the Huckabee campaign. I like their focus on their message and resistance to going negative. While there is along way to go, I hope the managers of the Huckabee campaign can maintain this tone and style.