MoveOn TV Spot Attacks Schwarzenegger

LOS ANGELES An ad sponsored by the issue-advocacy group MoveOn.org attacking Arnold Schwarzenegger’s character breaks in California’s four largest media markets Sunday and Monday.

The 30-second spot, teased on morning news programs today, begins as a paid ad with a $500,000 buy in San Francisco, San Diego, Los Angeles and Sacramento, Calif.

The ad, which follows allegations in Thursday’s Los Angeles Times that the gubernatorial candidate groped women, was conceived and produced in 12 hours by the independent political ad shop and consultancy Zimmerman & Markman, Santa Monica, Calif. The spot shows disconsolate women and quotes an article from the July 11 Entertainment Weekly about Schwarzenegger’s promotion of Terminator 3.

“We use the quote in which Schwarzenegger talks about how much fun it was to grab a woman, turn her upside down and bury her face in a toilet bowl,” said Bill Zimmerman, who produced the spot with partner and creative director Pacy Markman. Paul Dektor, son of commercial director Leslie Dektor, directed the spot.

“In this business, there are no [story]boards,” Zimmerman said. “It didn’t come together until the night before last, but we finished it in time to make the morning news. We couldn’t buy time until Sunday and Monday, so we figured we’d get in on the news Friday and Saturday.”

Zimmerman said concentrating the media buy in such a short time period will compensate for the small amount of the spend. The press secretary for former candidate Arianna Huffington, Parker Blackman, Fenton Communications, San Francisco, arranged the news placements.

MoveOn.org, which claims a membership of 1.6 million members, did an e-mail fundraiser that it said raised $376,000 in 12 hours. The organization describes itself as committed to “democracy issues.” Zimmerman said his shop is “engaged in a long-term campaign with MoveOn to defeat George W. Bush in 2004.”