The ad causing all the buzz for Arizona Congressional elections... but for which candidate?

The ad causing all the buzz for Arizona Congressional elections... but for which candidate?

By: Madalyn Klika

In the blog post by Nathalie Eldredge, she addressed the recent campaign ad put out by Democratic candidate David Brill. This ad consisted of the family of his opponent, Paul Gosar, criticizing and siding against their own brother. She identified that while it’s intent is a radical, but positive, move for David Brill, it will sure get the public attention, but maybe not in the way they expected.

An update: The video is getting famous… but is David Brill?

Over the past few weeks, this video has made national news and generated a significant response on social media. Majority of comments have been related to the family of the Gosar saying things like ‘his siblings are calling him out!’ and ‘wow, poor family’. Through the viewpoint of  Ihlen & Levenshus, people interpret thing as                                           

Source: 12News

they can relate to them in the social world.  As much as the PR professional would have wanted them to think ‘David Brill: The Hero’ people are more likely to identify with ideas like ‘It’s going to be an awkward thanksgiving’. The ad supposedly promoting this District-4 Arizona state congressional candidate inadvertently, created a negative emotional appeal for himself.

Social Media moved the spotlight

Campaign and consumer relationships find a commonality based on negative and positive word of mouth. Because David Brill is now associated with negativity and exposing a broken family, he’s lost some credibility with the average joe that wants Arizona to be represented by someone with good character.

The public doesn’t always respond the way you want them to in the uncertain world of social media. As much as it can pay to take a risk, it can also sometimes come with unsatisfying results, as the case with the newly infamous Gosar commercial.  The proof exemplified in a quote on Tuesday from Paul Gosar's campaign manager:

“Our poll numbers increased and our supporters, and even people on the fence, have rallied and became highly motivated,” Van Flein said. “Our online donations skyrocketed. Twitter and Facebook users and engagement increased exponentially.”

What looks like an expected smoking gun of the David Brill campaign resulted in a secured seat in Congress for Paul Gosar out of pity of public humiliation.

But, it’s not over yet…

In a last stitch effort to relate David Brill to some positive messages about family, he turns to  twitter  in his recent post of old family photos and clips of him being a ‘man of the people’.

While David Brill’s still could pull it off, this attack ad will most likely go down in history as less of a genius PR move by David Brill and more likely the plot for the next show on reality TV.

Source: David Brill Twitter

About the Author:

Madalyn Klika is in her final months of a Master's Degree in Communication Science at the University of Amsterdam. She is from Louisville, Kentucky in the United States.