DC is still in shock over House Majority Leader Eric Cantor’s stunning defeat in Tuesday’s primary. And while much talk has been focused around the tea party, immigration, spending, and even steak dinners, we here at RSM have noticed something else that went horribly wrong with Cantor’s campaign.
His horrendous ads.
Seriously, they looked a decade old, and failed to connect with voters. That a sitting majority leader of the U.S. House of Representatives would accept a price tag of over $1 million dollars to produce and air such low-quality, ineffective ads speaks volumes about DC’s lack of awareness of newer, fresher, better — and yes, cheaper — options to produce political ads.
The 80s, 90s, and 00s are over. Quality matters more than ever. Smarter scripts, better story-telling, sharper motion graphics, better productions all matter. And it doesn’t have to cost so much.
Bafflingly, so many political consultants and campaigns still pay multiples (and we mean MULTIPLES) over what we at RSM charge — and yet, for ads that look like they belong in a decade long gone. High-cost, low-quality is not a winning formula for any political campaign.
Luckily, campaigns don’t have to accept expensive mediocrity anymore. There’s a better option. At RSM, we believe in Big Ad Quality at Small Ad Pricing. Our ads are better than the big expensive media firms, and we’re cheaper too.
So just like Eric Cantor (unfortunately for him): out with the old and in with the new. It’s time for something different.