The Obama campaign released their first two ads designed to mobilized the troops and get the band back together for 2012.
Video for the first ad:
Here’s the text, “I’m Barack Obama and I approve this message. I need you to do me a favor – it’ll only take a minute. The 2012 campaign is underway, and the outcome will depend not on what I do, but on what you do. Starting right now, call the number on your screen or visit JoinObama.com to help build our campaign in your community. It’s up to you to fight for the values we all share. Don’t sit this one out.”
Video for the second ad:
Here’s the text for the second ad, “It starts with one person making a decision — that things need to change, and they’re going to help change them. That person finds another person who shares their values. They go out and find a few more — and before long, neighborhoods come together. Communities organize. A movement builds. It all starts with you, making a decision to get involved — because we’ve got so much more to do. Call the number on your screen or visit JoinObama.com to let me know you’re in.”
These ads are a literal dipping of the toe in the water. They are only going to run on satellite, and they are designed more for mobilizing Obama’s online troops than for swaying voters. My personal preference between the two ads is the second one. Ad # 2 harkens back to one of the main themes of the president’s 2008 campaign that one person can make a difference. There is also the idea that supporting Obama is part of a movement.
As an incumbent Obama does have to run a different campaign in 2012 than he did in 2008, but the differences may not be as large as some pundits think. The president will have to defend his record, and he will have to go more negative to offset what is certain to be an unrelenting GOP attack machine, but the behavior of the Republican opposition has left an avenue open for Obama to run on change.
This president can rattle off a whole list of things that he tried to do from closing GITMO to universal healthcare to creating jobs that Republican obstruction has blocked. It is possible and almost probable that Obama is going to run on a platform of change that will create jobs and change that will get the wealthy to pay their fair share. Obama could also easily argue that the change America needs most is to get rid of the Republican obstructionists in Congress.
Incumbents aren’t supposed to be able to run on a message of change, but the strategy used by the GOP has given the president this luxury. Polling and fundraising has shown that President Obama’s base is alive and well, and if the pieces of the Obama machine snap together and run as efficiently as they did in 2008, Republicans are going to be in for a very tough fight.