AdWatch: Latest Williams ad 'pitches' to the heart
When Williams has been asked why he is running for mayor, he's given a passionless answer that seems to boil down to: I think it's my turn. Now, he's come up with a better answer.
Type of Ad: Positive
Candidate: Tony Williams
By: Williams for Mayor
Title: "Grandson"
The Basics: When Tony Williams has been asked why he is running for mayor, he's given a passionless answer that seems to boil down to: I think it's my turn. Now, he's come up with a better answer (get out your hankies!): It's because of my grandson.
In this latest ad for the campaign done by Siegel Strategies, his New York political media firm, Williams does a one-on-one with the camera that begins: "People ask me why I am running for mayor. It isn't about me. It's about my grandson." Gentle tinkle of piano, shot of the kid sucking on a pacifier, being hugged by his granddad. Williams says that he is determined to do the best for this tyke when it comes to his schooling, his chances in life as a young, black man and getting him into a good job. It's a goal, he says, not only for his kids (cut to shot of young black toddlers) but all children. "They don't have a vote," he says, "but they do have a champion." It's a brazen, but effective, pitch to the heart.
Crit: This is a great ad because it shifts the conversation away from policy to the personal. And what viewer isn't going to say: "Aw, isn't he cute." I am referring to the grandson, not to the candidate. But, it humanizes the candidate and his cause in ways a dozen speeches could not. Which is the goal of advertising: to pack a message with emotional wallop in 30 seconds. As always, though not overtly so, the ad tilts its message to the black voters who are crucial to Williams's success. There's been an erosion of support, with both Jim Kenney and Lynne Abraham getting decent slices of the African-American vote in the polls. This is another push back by Williams, and an effective one at that. If he leaves it up on the air with a large enough purchase of time, it will move the numbers for him.
What isn't said: Williams was to the political manor born. His father, Hardy Williams, was a state senator and his son all-but inherited his seat. (Williams the elder didn't announce his plans to retire until a week before nominating petitions were due, and his son was the only one who had them ready. He ran unopposed.) Previous ads have focused on his family's political roots and his record in Harrisburg, this one pivots to the future, with no talk of the past.
Is the ad factual? Yes
Overall grade: On our Pass/Fail rating system, it is a strong PASS because of the effectiveness of its message.