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Even this is better…

How Hillary Clinton and the Democrats lost to the man-thing we now have in office is a case study on screwing up. The reasons vary depending on whom you ask and how honest they wish to be. Regardless, the DNC must get their marketing right the next time. And at the tip of that spear will be a bold tagline. Like it or not, “Make America Great Again” resonated with a lot of people. The Dems need something simple and catchy that captures what they stand for. With so much access to creative talent predisposed to your party’s positions, this should be an easy fix.

Early returns suggest otherwise. Way otherwise. Take a gander at the DNC’s new slogan:

A Better Deal: Better Skills, Better Jobs, Better Wages.

While some joked it sounds just like Papa John’s tagline, Better Ingredients, Better Pizza I’m afraid that’s the least of this slogan’s problems. At best, it reads like a line from a trade ad, a dismal piece of copy in a paragraph no one will ever read. At worst, bullet points from a strategy statement.

How can the Democrats be so tone deaf? Especially given their failure in November for essentially the same thing. Did Nancy Pelosi write this? “Better wages.” Who even uses the word wages anymore? No one under eighty, that’s who. The word is an artifact from New Deal era politics. Speaking of deals, it that the best way Democrats can assert their new platform –a better deal? Yes, we have a joker in the office but you’re not going to beat him or anyone else with a pair of 2’s.

Here’s what probably happened. They started with a valid insight: that Dems need to better reach out to the working class. Then too many people got in a room and processed too much data – a fatal flaw, I might add, of the Democrats themselves. A committee wrote this line and we can tell. Obama won two terms with “Hope & Change” not “Deals & Wages.” We can only “hope” the DNC “changes” this inept tagline or we’re all singing Hail to the Chief for President Pence.

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The slogan generator, a silly App created by bored creatives, could do better. Or better yet, give me a call. I’ll write you a theme line with Curious Strength.

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Falling on deaf ears?

Like Hollywood and all its stars, the vast majority of Adland despised the idea of a Donald Trump presidency. Which is why for many months so many of us rallied for a different outcome. The best and brightest from our tribe, hired by the DNC, or of their own volition, created films and microsites and social programs in a righteous effort to see the one time First Lady become the first lady President of theses United States and, with perhaps even more ardor, to make certain one very strange and polarizing man didn’t. Emulating the luminaries in La La Land we had our Goodby and Droga and all their get doing everything imaginable so that America voted one way and not another.

Funny or Die presented an entire movie mocking Donald Trump. Baldwin killed with his impersonation of DT on SNL. Poignant commercials told us “our children are watching” as clips of The Donald ran before their innocent eyes. The Tonite Show. The Daily Show. All the shows – ranted and raved. We made memes and anthems. Jay Z and Beyonce’ stood by Mrs. Clinton swearing a blue streak for blue states. The sitting POTUS boldly stated that Donald Trump was “not fit for the office” and we made endless propaganda to support that claim. Oh, those ripping hashtags. So many followers. So many Likes. So many shares.

And yet.

All the Kings horses and all the King’s men couldn’t put Hillary Clinton back together again. Donald Trump won. And he did it with a clown car for support and a fraction of the money.

In Washington the autopsies are well under way. Blaming the FBI. Blaming racist America. Blaming men. And, with eyes to the floor, blaming their candidate as well as themselves. How could we let this happen? They rightfully ask. Were we so wrong? That wildfire will rage for months to come.

And so I must ask the same questions of our industry. Was our strategy and creative so wrong? How did we bungle a pitch we thought so certain we’d won?

I did not create any content for this election but I am available to do so for you: https://steffanwork.wordpress.com/

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Something’s been bothering me for a while. I want it to blow over like the non-event that it undoubtedly is. But I can’t. So I figure I’ll just do what I’ve always done when something gets caught in my head. I’ll pry it out with my laptop.

These political conventions. God, I loathe them. I see an epic amount of bullshit being leveled at us from BOTH parties, BOTH candidates, and BOTH their get. I know, I know. That’s why they call it politics.

But that’s not what bothers me most. It’s the campaign wags. They bother me. These people, and their talking points, unable to let them go for any reason, ever. On FOX or CNN, it doesn’t matter the forum. The network puts a couple politicos from either party on TV, has whomever ask them whatever and the answers are always the same: talking points. The interviewees never answer as themselves but rather are channels for party rhetoric. They used to call it spin. But that word has gone away, hasn’t it? Fake answers are the new normal. Truthiness. I hate that. I wish everybody did.

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“Parse your words and live.”

In my years in Adland, I’ve seen this behavior before, all the time, actually, and from myself as well. And I loathe it all the same.

Especially when we are in a wooing mode, as in a pitch. Here, the mania of talking points becomes a grotesque. We are asked questions by potential suitors and we immediately assume that these are opportunities to score points. In this context saying “I don’t know” is never an option. Nor is, necessarily, the truth.

Unless we are brave. Over the years I’ve tried to be brave. To answer questions truthfully. To grandstand less and look like a partner more. I don’t know if we’ve won more pitches because of it or not. There are so many variables. And I’m just one man. But I try. Because it feels like the right thing to do.

And so when I see a person on CNN get asked a direct question (hopefully not vetted) and give a vetted answer, I cringe. Don’t you? As a human being, I don’t want everything to circle back to the platform, to be so campaign driven. I’ve come to expect as much from the candidates (God forbid they apologize or not know something). Yet somehow, I feel betrayed worse when a less-credentialed officer hands us a line. Yes, he or she is a “campaign spokesperson,” but can’t he or she be human as well?

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The messes just get stirred up by the other side, providing the only alternative to talking points we ever see: attack mode. Land a talking point about the platform and land a punch to theirs. This is what we get. Over and over again.

You know what I would love? If someone being interviewed just answered a question without a crib sheet. For example: “I wish Mr. Trump hadn’t said that today. I don’t agree with him and It hurt us.” Or: “Of course Mrs. Clinton back-channeled Bernie out of contention. She wanted to win the nomination. And she did.”

Never happen, I know. But when so many elephants are left in both rooms their shit smells a mile away.