I had been wondering if Trump was planning some sort of special closing argument. He did not disappoint. In my opinion, his final ad is the political ad of the year, if not the best ever. Watch it here first and I’ll include my thoughts below.
Here’s what makes this ad so special:
1. Trump delivers his lines perfectly, like an experienced actor. We haven’t heard him like this before. You probably didn’t think he had this in him. He stays calm and assured, but not cocky. That is an effective counter-framing to Clinton’s framing of Trump as an unpredictable madman. Here Trump comes off as perfectly reasonable and deeply empathetic.
2. The timing is perfect. This race went so low that even the trolls were starting to gasp for oxygen. Trump made us wait for relief – Hollywood style. He made us crave civility and sanity. And just when we thought it was out of reach, he goes ultra-positive.
But here’s the best part. Clinton has no good options to counter this message. If she stays dark, Trump finishes as the inspirational one. If she tries to match his positive message, she has little chance of doing it this well.
3. While Obama is out talking about his legacy, and Clinton is out talking about making history as the first woman president, Trump (the narcissist) asks for the American people’s help in draining the swamp and making America great again. That’s one heckuva contrast to end on.
4. The writing for Trump’s speech is great. The editing is great. The production is great. The visual artistry is fantastic. This one will be studied for a long time, not only for its persuasion excellence and production values but also for its strategic timing.
5. Trump’s strongest message at this point is that Clinton is corrupt in a variety of hard-to-explain ways. People don’t need to understand the details. They just have to hear the message enough. This video uses visual persuasion perfectly to portray the halls of power and corruption versus the people united. The color red is exceptionally well-used. It activates us.
You just witnessed something special.
You might enjoy my book because Trump’s video was well-made.