The 2018 Elections Were Packed With Memorable Ads. So Which Candidates Won?

There was something decidedly different about this year’s wave of political ads. Traditional methods made way for compelling, breakthrough work that used digital storytelling to strong effect. First-time and underdog candidates especially disrupted not only the campaigning machine but how candidates connect with the public through their advertising. Longer-form spots with more of a documentary feel were more frequent and allowed voters to authentically peek into the real lives and core beliefs of candidates. Even the venerable 30-second ad had some new life breathed into it on both sides of the aisle. Though there were a few questionable attempts, candidates understood that every vote counted more than ever—and did whatever they could in that half-minute to convince people they were worth their vote. Here's a look back at the candidates who cut through the clutter, and how their elections netted out: Alexandria Ocasio-Cortez Ad title: "The Courage to Change" Why the ad got attention: Simply put, Ocasio-Cortez’s story is the same as many in New York’s 14th Congressional District. Her DIY ad effort, written by Ocasio-Cortez and filmed with help from Detroit's Means of Production for under $10,000, felt more like a documentary than an ad, managing to tell the story of her working-class roots while also tapping into her community's discontent—specifically with the 10-term incumbent, a fellow Democrat who her noted "doesn't live here, doesn't send his kids to our schools, doesn't drink our water or breathe our air." [kickout id="1"] How the election went down: Ocasio-Cortez's real battle was in the primary, where she shocked the political world by handily defeating incumbent Joseph Crowley. In the Nov. 6 general election, she took a whopping 78 percent of the vote to become the youngest woman elected to Congress. In the time between elections—and the days since—she has proven to be a vocal advocate for change, not just in Congress but within her own party. David Brill Ad titles: "Paul Gosar Is Not Working For You," "A Family Defends Its Honor" Why the ads got attention: Let’s just say that when your siblings pile on to say you’re not a good candidate, that’s a pretty big red flag. That was the approach Democrat David Brill took in attacking U.S. Rep. Paul Gosar, whose brothers and sisters absolutely skewered Gosar in a series of ads. In one spot, one of Gosar’s brothers said: “None of this is pleasant for any of us. We had to stand up for our good name.” It was a brutal ad that shows the fissures between red and blue nationally and, apparently, in the Gosar family. [kickout id="4"] [kickout id="5"] How the election went down: The ad supporting Brill, Gosar’s opponent in Arizona’s 4th Congressional District, didn’t seem to have much of an effect. Gosar ran away with the district (where he was heavily favored to dominate) winning over 69 percent of the vote. We’re guessing Thanksgiving in the Gosar household is still going to be all kinds of awkward. Beto O’Rourke Ad titles: "Is Ted Cruz Tough As Texas?", "Ted Cruz Loves White Castle" Why the ad got attention: Texas’ favorite filmmaking son, Richard Linklater, is a draw—as is actor Sonny Carl Davis who exhibited a combination of restrained anger and bemusement—in the two ads from the “Fire Ted Cruz” super PAC. The Whataburger vs. White Castle theme in the second ad was hilarious. Plus, Davis may have created a new catchphrase: “C’mon, Ted!” The ad wasn't authorized by Democratic hopeful Beto O'Rourke (who eschewed PAC money) and never even mentioned him, but the message to voters still came across clearly. [kickout id="2"] [kickout id="3"] How the election went down: Democrat O'Rourke got close to taking Texas’ Senate seat, picking up just over 48 percent of the vote in a traditionally red state (that is becoming more purple), but he failed to unseat Cruz. And we could see him again in 2020 if you believe the hype. Ron DeSantis Ad title: "Casey" Why the ad got attention: While many Republican candidates in the 2018 elections embraced Donald Trump and basked in his often-hyperbolic praise, few were more effusive in their allegiance than Ron DeSantis, a former U.S. Congress member running to be governor of Florida. His campaign ad featuring his wife, Casey, highlighted his over-the-top loyalty to the president by showing him building a wall with his children and reading Trump's autobiography as a bedtime story. Democrats found it rather tasteless, but Trump's base loved it. [kickout id="16"] How the election went down: Exhaustingly and uncertainly. Democrat Andrew Gillum conceded, then withdrew that concession. At present, the recount is still going on, with Trump and other national Republicans clamoring for the process to be called in DeSantis' favor. Until results are final, it'll just feel like 2000 in Florida all over again. MJ Hegar Ad title: "Doors" Why the ad got attention: An Air Force veteran, Purple Heart recipient and the second woman ever to ever receive a Distinguished Flying Cross with Valor, Democrat MJ Hegar used doors as a powerful metaphor to tell her story. The cinematic spot was inspiring, well crafted and an easy watch—never a simple feat with political advertising. [kickout id="6"] How the election went down: Hegar made a strong run for the seat in Texas’ 31st Congressional District, but came up short, losing to incumbent John Carter by 3 points. But the ad, created by Putnam Partners, will likely serve as a strong blueprint for other first-time candidates looking to run in 2020. Brian Kemp Ad titles: "So Conservative," "Jake" Why the ads got attention: If you’re looking for some Trump-like conservative bonafides, this is the ad for you. The former Georgia secretary of state running for governor wanted to make it clear that he’s all about blowing up regulations, taking pride in guns and rounding up "illegals" in his big 'ol truck. Though the message certainly rankled liberals, it was a hit among the conservative base. Oh, and if you want to date his daughter, you'd better be ready to protect the Second Amendment. [kickout id="13"] [kickout id="15"] How the election went down: The results have yet to be certified, but it appears that Kemp is going to eke out a victory over Democrat Stacey Abrams (50.3 percent to 48.8 percent), the first black woman in American history to be a major party nominee for a governor seat. The resonance of Kemp's ads in a race where every vote certainly counted means you can expect to see more in this style come 2020. Kelda Roys Ad title: "Our Girls" Why the ad got attention: A candidate for Wisconsin governor, Roys sparked applause from women nationwide when she appeared in a campaign ad while breastfeeding one of her children. The campaign said it was an unscripted moment that she didn't expect to end up in the final cut, but regardless, it ended up being an iconic image of how women were changing the landscape of politics. [kickout id="17"] How the election went down: Roys, a former Wisconsin State Assembly member, came in third in the crowded field of the state's Aug. 14 Democratic Primary, netting 13 percent of the vote. The primary winner, Tony Evers, took 42 percent and went on to make national headlines by defeating incumbent Republican Governor Scott Walker. Dean Phillips Ad title: "Bigfoot Hunts Erik Paulsen" Why the ad got attention: One of the funniest ads in this campaign season, this mockumentary spot featured Bigfoot, ironically, on the hunt for incumbent Erik Paulsen, who the Phillips campaign said was detached from the district and impossible to find. Stationed at a pharmaceutical company (the ad digs at Paulson’s Big Pharma funding) with a camera, Bigfoot thinks that he’ll have to wait to get a shot, but only has to wait seven minutes. [kickout id="7"] How the election went down: Phillips, the Democrat in Minnesota’s 3rd Congressional District won handily, by more than 11 points. Don Blankenship Ad title: "Ditch Mitch" Why the ad got attention: Some political ads were soaring narratives of personal triumph. Others drew fans with savvy partisan quips and humorous metaphors. Then there's Don Blankenship, who just made one of the worst political ads ever. In his short-lived run to be U.S. Senator for West Virginia, the coal baron and ex-convict combined a dead-eyed stare with inexplicable insults like "Chinapeople" and "Cocaine Mitch" (a reference to then-Senate Majority Leader Mitch McConnell and one Blankenship tried to explain at length in a statement that left observers even more confused). [kickout id="14"] How the election went down: A bronze medal in the Olympics might be great, but there's not much glory in coming in third in a primary. The ad likely didn't do much to help Blankenship, who netted 20 percent of the West Virginia Senate primary vote in May. As CNBC put it in reporting Blankenship's concession, "Republican leaders have avoided their worst fear in West Virginia." Massachusetts Ballot Question 3 Ad title: "Be a Masshole" Why the ad got attention: Playing to a known stereotype that people from Massachusetts are loud and obnoxious, a “Masshole” sitting at a bar featured prominently. The actor plays to type before getting into the nitty-gritty of the ballot measure which was designed to keep a law that protects transgender people from discrimination. [kickout id="8"] How the election went down: The measure passed by a landslide—almost 68 percent to 32 percent. It’s unclear if the ad from MullenLowe had any material impact, but it was at least entertaining to see people from the commonwealth poke a little fun at themselves. There were some other winners Overall, it was a good week for democracy, no matter what side of the aisle you're on. It was particularly heartening to see how younger voters stepped up this time around. According to Civic Youth, 31 percent of people from ages 18 to 29 turned out to vote this year, up from 21 percent in 2014. What will be interesting to see in the coming years is how advertising and marketing could change to appeal to this demographic. TV advertising may not be the most effective way forward as 40 percent of likely young voters in one survey said that they haven’t seen any political ads. However, social media could prove to be important in keeping millennials engaged. But this year showed that it’s not so much about the platform as it is about the message. This year, there were several innovative approaches to engaging the audience ranging from clever traditional ads to a campaign to lure millennials to “the World’s Most Epic Pop-Up,” all using the language with which the audience and voter bloc are most comfortable. The hope is that this is the beginning of a more consistent effort to keep younger people civically engaged and part of the process in every election. The fact is, older people still hold the lion’s share of voting activity, especially during the midterms. If current form holds, however, we may not need to see quite as many campaigns in 2020 lecturing millennials to get out and vote.

Politics

The 2018 Elections Were Packed With Memorable Ads. So Which Candidates Won?

A look back at the storytelling that drew national attention

Doug Zanger

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Doug Zanger