Opinion

Campaign Video Voyeur: Who Took Carly Fiorina Hostage?

Garth Rogers Campaign Video Critic
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Carly Firina is justifiably thought of as a trailblazer. Unfortunately, the trail she went down this week is one she ought to regret. Fiorina is the first presidential candidate to produce her own “hostage video” starring herself.

Seriously, if you turn down the volume, and if you can’t read lips, you might fear the Symbionese Liberation Army was back in business.

The video opens with the back of Fiorina’s head as she stares at Hillary Clinton’s announcement video. The camera pans screen left to show Clinton on TV. Fiorina then clicks off the video with a remote held awkwardly in front of her own face. Held so closely she could have used her nose to click it off.

The camera reveals Fiorina in a fairly tight shot. It’s actually a little startling, honestly. This is where the baffling part begins.

There is no camera movement. At all. No pushes or pulls. No dolly moves to make it interesting. The lighting is atrociously dark especially on Fiorina’s left side. The part about the no movement is inexplicable since we do see movement at the top. The backdrop has no color.

The good news is that her message is on key because it suits her credentials and pretty much lays out in which lane she’s going to run. She derides the “professional political class” and “identity politics.” Fiorina drops the word “citizen” three times because, unless you want to include Ben Carson, she is the only candidate in the field who has never held political office. The Carly graphic and move at the back is pretty cool as is the little music sting.

The bottom line here is there nothing uplifting in this production. It’s a shame and almost morose. The GOP finally has an articulate, attractive female candidate with rock star potential and this is the best they can do? These direct-to-camera spots are so easy to pull off with a talented candidate, which Fiorina is. This production is advertising malpractice.