The Best of Political Advertising: Yes, We Can
Yes. We. Can.
Three simple words. Three simple words can inspire a generation, unite a community, and change a nation. Three simple words can conjure up images of a multitude of movements. Three simple words can transcend cultural differences. These three simple words have provided inspiration for the United Farm Workers movement and helped elect the first African American President of the United States of America.
Yes, We Can! Three Powerful words that won the 2008 American Presidential Election. Here is the transcript of the promotional video. Study the inspiring copy and the imagery. The Yes, we can 2008 US presidential campaign is considered as one of the best political campaigns in modern political history. TheYes, We Can rhetoric was omnipresent during the campaign. The fully integrated multimedia campaign ensured that the Yes, We Can slogan was present in all facets of President Obama’s presidential campaign such as his stump speeches, viral online videos, in the campaign pamphlets, yard signs, posters and other promotional material.
Yes We Can Will.i.am and Jesse Dylan, 2008,
Obama (speaking) and Will.I.Am (singing): It was a creed written into the founding documents that declared the destiny of a nation: Yes we can.
(Text: Yes We Can)
With Kareem Abdul-Jabbar and Common: It was whispered by slaves and abolitionists, as they blazed the trials towards freedom: Yes, we can. Yes, we can.
With John Legend (singing): It was sung by immigrants as they struck out from distant shores and pioneers who pushed westward against an unforgiving wilderness.
With Tatiana Ali and Kate Walsh: It was the call of workers who organized; women who reached for the ballot; a President who chose the moon as our new frontier…
With John Legend:…and a King who took us to the mountaintop and pointed the way to Promised Land.
Obama: Yes we can to justice and equality. Yes we can to opportunity and prosperity. Yes we can heal this nation. Yes we can repair this world. Yes we can.
Aisha Tyler: Yes, we can.
Sam Page: Yes, we can.
Kate Walsh: Yes, we can.
Kareem Abdul-Jabbar: Yes, we can.
Jonathan Schaech: Yes, we can.
Obama with Sam Page, Scarlett Johannsen, and John Legend: Yes we can to opportunity and prosperity. Yes we can heal this nation. Yes we can repair this world.
Crowd: (cheering): Yes, we can
Group: Yes we can, ye,s we can…
Obama With Will.I.Am: We must remember that no matter what obstacles stand in our way, nothing can stand in the way of the power of millions of voices calling for change.
Group: Yes, we can, oh, yes, we can. I want change.
Obama (joined by members of Group, singing): We have ben told we cannot do this by a chorus of cynics.
We have been told we cannot do this by a chorus of cynics who will only grow louder and more dissonant in the weeks to come.
We’ve been asked to pause for a reality check. We’ve been warned against offering the people of this nation false hope.
But in the unlikely story that is America, there has never been anything false about hope.
Aisha Tyler: I want change…
Crowd (cheering): We want change, we want change.
Obama with Will.I.Am: That the hopes of the little girl who goes to a crumbling school in Dillon are the same as the dreams of the boy who learns on the streets of L A
With Common: We will remember that there is something happening in America
With members of Group (singing): That we are not as divided as our politics suggests; that we are one people; we are one nation; and together, we will begin the next great chapter in America’s story with three words that will ring from coast to coast; from sea to shining sea – Yes. We. Can.
For when we have faced down impossible odds; when we’ve been told that we’re not ready, or that we shouldn’t try, or that we can’t, generations of Americans responded with a simple creed that sums up the spirit of people.
Can we learn a lesson or two from this highly successful campaign and apply them in designing winning campaigns for our products?
Image Source: Wikipedia
Transcript Source: Livingroomcandidate.org