Turning the tables on one’s opponent can also work in PR. That’s what Republican US Senate hopeful Terri Lynn Land of Michigan has done with her first campaign ad, a 30-second spot entitled “Really?“ that pokes fun at her rival, Democratic Rep. Gary Peters.
Peters asserts that Land, a former secretary of state in Michigan, is part of a “war on women.” It’s an accusation in the vein of that old leading question “Have you stopped beating your wife?” Say “yes” and you cop to the transgression, but saying “no” implies it’s still going on — and trying to explain yourself just keeps the issue alive. In her ad, Land appears on screen and says Peters “want[s] you to believe I’m waging a war on women. Really? Think about that for a moment.” As campy music starts up, Land sips her coffee, shakes her head and checks her watch before the ad concludes with an overtone of her saying “I’m Terri Lynn Land and I approve this message because, as a woman, I might know a little more about women than Gary Peters.”
Simple and amusing, the ad hit its mark. “It seems to work,” The Daily Caller says. “It’s tough, but also fun.” The clever commercial also caught the attention of the big media guns like Time magazine, The Washington Post and National Public Radio. Talk about bang for your ad-buying buck.
THE PR VERDICT: “B” (Good Show) for Terri Lynn Land, a relative unknown whose ad put her on the national radar.
THE PR TAKEAWAY: It takes two to tango. When a damaging accusation is made, take a deep breath and try to figure out how to bat it down without directly engaging. Land’s execution was flawless. The gauntlet was thrown so she had to act, but she did so in a mocking way that makes her look smart and her opponent look aggressive and silly. It’s also a nice departure from the relentlessly negative political ads that permeate the airwaves. For Land, saying almost nothing said everything.