Negative Ads: Bring Back the Talking Cows
News item: (From the Raleigh News & Observer) Congressman Brad Miller (D-NC) is facing one of the nastiest campaigns in the nation as supporters of challenger Vernon Robinson race-bait in black neighborhoods. One radio ad features mariachi band music playing in the background with this voice-over: “If Miller has his way, America would be nothing but one big fiesta for illegal aliens and homosexuals.”
Now that’s simply mean, crude, slimy, racist and sexist, the smarmy kind of negativity that demeans politics and reduces turnout at the polls. Some of us are old enough to remember when negative ads had wit and style. I would suggest that Robinson supporters first take a shower, then review this classic golden oldie:
Election night, 1982. At CBS, correspondent Bob Schieffer and anchorman Dan Rather are wrapping up the evening’s election results—and enjoying a light moment over one of the big surprises:
Schieffer: The incumbent, John Melcher, has won out there (Montana). This was one of the ones, Dan, that the Democrats were a little worried about. There was a strong, conservative, NCPAC outfit that went in out there against Melcher. It did not work. He ran a very effective campaign against them and he too stressed the economy, and he won tonight. And I must say, Dan, that Melcher ran my favorite commercial of the entire campaign…
Rather: The talking cows.
Schieffer: The one candidate who had cows on his side…Let’s take a look at it:
Opening Scene: Several men in dark suits walk down the steps of an airplane carrying suitcases labeled “N.C.P.A.C."
The announcer says: “For over a year, a pack of political East Coast politicos have been scurrying into Montana with briefcases full of money…”
Just then, one of the men bumps into the man in front; the briefcase flies open, and money blows all over the runway.
The announcer continues: “…trying to convince us our Senator Melcher is out of step.”
Cut to: Cows grazing on a feed lot.
Announcer: “Montana isn’t buying it. Especially those who know bull when they hear it.”
Cut to: A close-up of cud-chewing cow, who tells her mate, “Did ya hear about those city slickers out here bad-mouthin’ Doc Melcher?”
Close-up of mate: “One of `em been steppin’ in what they’ve been trying to sell. He kept calling me a steer!”
Shot of the cow and her young one: “That’ll all come as some surprise to Junior there.”
Cut to candidate Melcher, who is walking across the ranch, inspecting the land and everything on it, while the announcer says: “John Melcher has been solving Montana problems most of his life, as a veterinarian, a state legislator, a congressman, and as our U.S. Senator. He loves this land, and he knows its people…”
As Doc Melcher continues his walk across the land, a fan club of devoted cows follows directly behind him. One of the cows watching all this concludes by saying, “Now tell me…does that look like a man who’s out of step with Montana?”
Schieffer: There it is, Dan, moo cows for Melcher.
(Rather laughing;)
Schieffer: He is the only veterinarian in the Senate, too.
Rather (laughing harder): Well, you know, what can you say…the amazing thing is it seems to have worked. Melcher did seem to be in trouble before that particular commercial began working for him…
Get those cows down to North Carolina and have them trample Vern Robinson’s mariachi band.
Now that’s simply mean, crude, slimy, racist and sexist, the smarmy kind of negativity that demeans politics and reduces turnout at the polls. Some of us are old enough to remember when negative ads had wit and style. I would suggest that Robinson supporters first take a shower, then review this classic golden oldie:
Election night, 1982. At CBS, correspondent Bob Schieffer and anchorman Dan Rather are wrapping up the evening’s election results—and enjoying a light moment over one of the big surprises:
Schieffer: The incumbent, John Melcher, has won out there (Montana). This was one of the ones, Dan, that the Democrats were a little worried about. There was a strong, conservative, NCPAC outfit that went in out there against Melcher. It did not work. He ran a very effective campaign against them and he too stressed the economy, and he won tonight. And I must say, Dan, that Melcher ran my favorite commercial of the entire campaign…
Rather: The talking cows.
Schieffer: The one candidate who had cows on his side…Let’s take a look at it:
Opening Scene: Several men in dark suits walk down the steps of an airplane carrying suitcases labeled “N.C.P.A.C."
The announcer says: “For over a year, a pack of political East Coast politicos have been scurrying into Montana with briefcases full of money…”
Just then, one of the men bumps into the man in front; the briefcase flies open, and money blows all over the runway.
The announcer continues: “…trying to convince us our Senator Melcher is out of step.”
Cut to: Cows grazing on a feed lot.
Announcer: “Montana isn’t buying it. Especially those who know bull when they hear it.”
Cut to: A close-up of cud-chewing cow, who tells her mate, “Did ya hear about those city slickers out here bad-mouthin’ Doc Melcher?”
Close-up of mate: “One of `em been steppin’ in what they’ve been trying to sell. He kept calling me a steer!”
Shot of the cow and her young one: “That’ll all come as some surprise to Junior there.”
Cut to candidate Melcher, who is walking across the ranch, inspecting the land and everything on it, while the announcer says: “John Melcher has been solving Montana problems most of his life, as a veterinarian, a state legislator, a congressman, and as our U.S. Senator. He loves this land, and he knows its people…”
As Doc Melcher continues his walk across the land, a fan club of devoted cows follows directly behind him. One of the cows watching all this concludes by saying, “Now tell me…does that look like a man who’s out of step with Montana?”
Schieffer: There it is, Dan, moo cows for Melcher.
(Rather laughing;)
Schieffer: He is the only veterinarian in the Senate, too.
Rather (laughing harder): Well, you know, what can you say…the amazing thing is it seems to have worked. Melcher did seem to be in trouble before that particular commercial began working for him…
Get those cows down to North Carolina and have them trample Vern Robinson’s mariachi band.
posted by Victor Kamber | 2:58 PM
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