Obama and McCain Explore Bradley Effect in "The Colored Race"

By: Marissa Brassfield - Published: Nov 3, 2008 • References: grey &
This provocative ad by creative director Tor Myhren of the Grey Group calls attention to one of the most pervasive issues of the 2008 presidential election (besides the Bradley effect, that is) that political pundits are afraid to mention: Race.

With a tagline of "Let the issues be the issue," the ad depicts Senators Barack Obama and John McCain with their races reversed. During this election season, both candidates have accused the other camp of playing the race card; if the ‘Bradley effect’ does come into fruition, it’ll be hard to argue that the U.S. is a race-blind society.

The term ‘Bradley effect’ was coined in 1982, when Tom Bradley entered the California gubernatorial race ahead in the polls, only to lose to his opponent George Deukmejian. This is no mere underdog story, however; Tom Bradley is African-American and George Deukmejian is white. The parallels between Obama’s commanding lead in the polls and his race are two reasons the Bradley effect has been thrown around this election season.

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