John Kerry's ads

I stopped by John Kerry's website today to look at some of the ads he's got out, and for the most part I really like them.

One ad, titled "Keep Our Word" should be very effective, but only if the person watching it is actually watching. If they've tuned out the visuals at all (by reading or if they're in a different room, for example), the ad could misfire badly because it's based on taking audio quotes from President Bush and then countering his promises with written statistics demonstrating how he's failed to live up to word on a variety of issues. The information presented is great, but I think it would be stronger if the countering statistics were both printed on the screen and spoken aloud.

I particularly like how on some of the ads, when it gets to the point where Kerry himself has to appear and say that he approves of the ad, he doesn't just recite the "I'm John Kerry and I approve of this ad" line. He carries the thought a bit further, and says something like "I'm John Kerry and I approve of this ad because we need to do what's right for America's economy" or something similar that's appropriate for the theme of the ad. It makes the line a lot less awkward sounding, and gives the ad almost a more personal feel.

I imagine by the time the election actually gets here, we're all going to be terribly sick of campaign ads - they're starting so early - but they do seem to have an impact, so if they're going to be out there, I'm glad to see that they look like they might at least have some impact for undecided voters.