The One
New York Magazine named “the One” the most effective ad of the entire presidential campaign. It was in the Politco’s top 5 McCain campaign ads. Maybe it was because it was viewed more than 1.7 million times online. Or maybe it was because it was featured as the headline on the DrudgeReport. It might even be because it was played almost non-stop on every news broadcast. The combination of “the One” and “Celeb” (created by Fred Davis) changed the entire frame of the race for the month of August. No longer was Jay Leno cracking jokes about how old John McCain was; instead he was a wiseacre about Obama being a messianic, cult like celebrity figure. It signaled a more aggressive TV and Web video campaign that had the Obama campaign reeling until the Republican convention. The video itself was a fairly simple spot, with footage mostly culled from YouTube. But it was the footage of Charlton Heston as Moses parting the Red Sea to reveal Obama’s fake presidential seal - that made it a classic.
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