This 34 second video ad is credited with raising the fortunes of New York mayoral candidate Bill de Blasio. His team knew it when they bet on the medium of video and the message.
From the New York Times: “Traditionally, New York City candidates pour tens of thousands of dollars into glossy, micro-targeted brochures offering customized appeals to lure groups like Caribbeans, Chinese immigrants and observant Jews to the polls. In July, when the campaign staff met, its members rejected that idea, deciding against sending out a single piece of mail and pouring that money into television — a decision even Mr. de Blasio’s director of mail endorsed, at no small cost to his business.
The penny-pinching worked. Mr. de Blasio accomplished something almost unimaginable in a race in which every candidate abided by the same spending cap: he outspent his nearest competitor by about $200,000 on TV ads.
His biggest buy and most talked-about commercial, of course, was the tribute from his son, Dante, known for his towering Afro.
It marked a crucial moment for Mr. de Blasio: he had begun to assert ownership over the volatile issue of the stop-and-frisk tactic, which Mr. de Blasio’s aides knew from focus groups was roiling the city’s African-American neighborhoods.”