New Video Campaign Takes On Obama “first Time” Spot On Its Own Terms

The end of a four-year relationship?

How time flies.

Was it only last week that the Obama campaign released a minute-long video with talking head Lena Dunham comparing voting for the first time with a woman’s losing her virginity?

Well, now, a three-spot, $7.4 million, campaign that the Independent Women’s Voice organization modestly calls “an unprecedented, multi-state, multi-million dollar online-targeted advertising buy to educate women about public officials and policies” just launched.

It shows that two opposing political sides can play at the same game.

Like the “First Time” video, it’s targeted to women – but not just women on the threshold of their first sexual experience. And, also like the “First Time” spot, it talks in a similar context.

The difference is that while the “First Time” commercial is couched in the language of the beginning of a relationship, this campaign talks about the end of failing, four-year-long one.

All three videos feature a woman commiserating with her friends about the disintegrating relationship.

In the kickoff video, “Boyfriend,” she says,  “I was so excited at first…He seemed so perfect…I could listen to him talk for hours…I wanted to believe him. I trusted him…I’m tired of waiting for him to get his act together. It’s been almost four years.”

In “Feeling Guilty,” she complains, “I supported him for four…years.” When her friend asks, “Why are you making excuses for him?” she replies, “I miss the way he used to make me feel…He’s never going to change. I have to move on.”

In the third, “Mr. Dependable,” she starts to consider other choices. “I don’t know what to do,” she complains. “I work, I pay my bills, I stick to my budget, and he just keeps spending and spending money we don’t have…He’s never accountable, he’s so condescending, he always has someone else to blame…”

All three end with a message to vote for Romney because “you know you deserve better.”

They’re not running on television, but at 30 seconds in length, they could. (The Dunham spot, clocking in at 63 seconds, couldn’t without at least some trimming. And 60-second availabilities are twice as expensive and harder to come by.)

Right now, they’re online, targeting registered voting independents in Florida, Ohio, Pennsylvania and Wisconsin.  If you’re outside that demography and geography and would like to see them anyhow, click the links above. Regardless of your political persuasion, you’ll find them well cast, directed and produced – and maybe entertaining as well.

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