Don't listen to them! I am NOT a witch!

I’m not a fan of political ads, so it is somewhat refreshing to see a memorable one.    Unfortunately for Christine O’Donnell, her “I am not a witch” ad is memorable for all the wrong reasons.      

For one thing, there was the music that would work just as well in a funeral home as it would in an elevator.  In a political ad, you want drama and triumph (think “Rocky’s Theme”, or Springstein’s “Born To Run”), not creepy piano.  One would also think you would want color.  Ms. O’Donnell is wearing a black dress against a dark background.  If you squint your eyes a bit, she looks a bit like an albino basketball balanced on the fat side of a slice of sauce-less pizza, and that’s not really the image you want people to remember when they think of her. 

And then there is her (in)famous  opening line: “I’m not a witch”.  I, for one, just kind of blinked and thought “huh”?  And I’m sure I’m not alone in this.  It is for just such an occasion that the phrase “wtf” was created.  Then, as I considered the clothes, the background colors, and the creepy music, I thought, “are you sure about that, honey?”        

There had to have been a better way to escape rumors of witchery and her past dabbling in the arcane sciences: she could have made fun of it, for instance, instead of taking a serious tone.  Or even better, she could have chalked it up to youthful inexperience and explained it just such a way.  We’ve all done things we blush to recall.   She could have been an everyman, and instead, she’s simply someone who is known for not being a witch. 

And then, there are her statements.  First of all, she says she’s going to go to Washington and do what I would do.  You know, I’m not sure that’s an entirely accurate statement, because, frankly, she doesn’t know I’d do in DC.  One thing, I doubt very highly I’d do much of anything that the Tea Party, Rush Limbaugh, or the NRA would like to see me do.  And then she says… what?  “I’m you.”  Another blink-blink moment.  I think she is trying to get viewers to identify with her, here.  She’s not a witch, and yay! They aren’t either, most likely.  But, unfortunately, it comes off rather flat.  She’s me?  Does that mean that she likes Star Trek?  Is Buddhist?  Is vegetarian? 

Truly classic commercials are still remembered and talked about decades later: the “1984” Apple ad, for instance, and Lyndon Johnson’s “Daisy” spot jump to mind.  The difference between the O’Donnell ad and these ads is that they are remembered for memorable in a good way.