Rick Perry’s First Ad Is Like a Trailer for a Rick Perry Action Movie

Ex-Pawlenty adman comes up big again

Headshot of Tim Nudd

This election cycle is all about the blockbuster ads. Here's the first presidential spot from Rick Perry, a Bruckheimer-esque extravaganza that plays like an action-film movie trailer. It's a lot like the stuff that Tim Pawlenty was producing before he dropped out—which isn't surprising, as it was done by the same ad maker, Lucas Baiano, whom Slate referred to as "Pawlenty's Spielberg." "It all comes down to showcasing and harnessing what the average American wants . . . and presenting it to them in a way that is entertaining," Baiano told ClickZ News last spring. "Many mainstream political videos can be very boring or cookie cutter-esque. I like to bring that nontraditional tone to political features . . . In order to really communicate well, you need to up the branding." Hopefully, amid these finely polished commercials, we'll still see a few stinkers in the vein of "Demon Sheep" during this election cycle.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: September 21, 2011 https://stage.adweek.com/creativity/rick-perrys-first-ad-trailer-rick-perry-action-movie-135016/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT