As we know from Political Communication 101, emotions rule, and help rule. Faith, hope, and charity remain essential tools for any orator worth his/her salt. Cute animals are ok, but cute children are way better. If you can use them not only to create a fuzzy feel-good factor but to deliver a substantive message, you have hit campaign gold. And by the way, this is the 21st century, so being a little subtle does not hurt either.
This short video produced for the centre-right, pro-Euro ND is therefore a little gem.
During the first few seconds, an eager pupil rattles off the name of various European countries, and a very pleased-looking teacher states the obvious: they are all in the Eurozone. Then, the adorable little girl drops a bombshell: “Why not Greece?”. Our teacher remains silent. Everyone is silent. And the girl insists: “Why, Sir?”. More silence, then cut to message: We must not gamble with the future of our children (and therefore vote ND).
Everything about this spot is done so well that one could use it in class. The kids are squarely in the right age bracket: neither scary teenagers nor dumb toddlers. Their expression is exactly in the middle between incomprehension and accusation. I love the attention that was given to details: Included in the list of future Eurozone members are Spain and Portugal. If they could make it, why couldn’t we? And the teacher’s face is priceless: pain, shame, and perhaps guilt, because he failed to do the right thing back in 2012. The most intriguing thing is that so much is communicated in a pitch-perfect way without naming names.
Rather conveniently, the spot also fails to mention that the Grand Coalition could have lasted until autumn 2013, and that Greece is now in such a pickle because ND insisted on having early elections. It makes you wonder why a country that is so good at selling politics cannot do politics.