President Obama’s name and image are used on a number of products and causes that vary in their relevance, but this pro-life ad by CatholicVote contrasts the president in a most compelling way--no matter your views on abortion.
The CatholicVote ad shows an ultrasound of a developing fetus with superimposed statistics we’ve often heard about African-American families. In the middle of the ad, the music builds up in tempo and the copy similarly changes its tune: "Despite the hardships he will endure, this child will become the 1st African-American president." The ultrasound shots segue into President Obama and his family on Inauguration Day for the powerful climax.
The closing words of the ad, "Life: Imagine the Potential," are superimposed atop a shot of President Obama’s torso. This message is similar to Obama’s theme of hope, which was so frequently repeated throughout the campaign.
Presidents in Pro-Life Ads
CatholicVote Uses Obama to Illustrate Analogy of Hope vs. Abortion
Trend Themes
-
Pro-life Advertising — The use of emotionally powerful images and messages in advertising aimed at promoting pro-life messaging presents an opportunity for disruptive innovation that appeals to the values of a segment of the population.
-
President Image Use — The continued use of President Obama's likeness and image in advertising and marketing messaging provides an untapped source of disruption that can be leveraged for a range of messaging purposes.
-
Race and Abortion — The use of race as an issue in advertisements promoting pro-life values is a growing trend that highlights the potential for disruptive innovation in messaging that emphasizes the important role of race when it comes to issues of life.
Industry Implications
-
Political Advertising — The use of political figures and messaging in advertising is a natural match that offers opportunities for disruptive innovation in messaging that can appeal to a range of issues and concerns.
-
Religious Organizations — Religious groups, such as the Catholic Church, can leverage ads like these to promote their values and beliefs, offering an opportunity for disruptive innovation within the religious communications industry.
-
Women's Health and Wellness — The use of ultrasound imagery in advertising aimed at promoting pro-life messaging offers an opportunity for disruptive innovation that engages women with a focus on the health and well-being of their children.