Hillary Clinton’s video launch of her 2016 presidential campaign contained the message that Republicans fear the most. The government is supposed to work for all Americans.
Video:
The video placed a heavy emphasis on ordinary Americans of all ages, races, and both genders. Hispanic voters were prominently featured. There was a nod to gay marriage at 52 second mark. The most interesting aspect of the video was that Hillary Clinton doesn't make an appearance in the video until 1:31 of the 2:18 video when she said, “I’m getting ready to do something too. I’m running for president. Americans have fought their way back from tough economic times, but the deck is still stacked in favor of those at the top. Every day Americans need a champion, and I want to be that champion.”
announcing her run for president in 2016 is a fascinating piece of filmmaking, and it does something I haven't seen a political campaign ad do in quite this way.
The video attempts not to minimize Clinton's placement in her campaign, but to portray it as a natural outgrowth of a mass, populist movement. The story of Clinton's campaign as expressed by this ad isn't one of an inevitable, indomitable candidate. It's one that attempts to portray Clinton's run as an idea she had a couple of months ago that she's been saving up for.
And if it works, it could change how these sorts of announcements are approached for the foreseeable future.
How campaign trailers usually work
The "presidential campaign trailer" is a relatively recent phenomenon. All you need to do to see this is to look back at Clinton's announcement video from the 2008 campaign, which is shockingly bad. (The camera keeps shifting back and forth, like it's been placed on the base of a rotating fan.)
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