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October 30, 2008
Posted: 451 GMT
RICHMOND, Virginia – What do you do when you've smashed all records for fundraising in a presidential campaign? How about booking half an hour of eyeball-grabbing television real estate to hammer home your message across four major networks.
Barack Obama used his campaign’s financial clout to buy valuable TV airtime.
If dollar bills could vote, Barack Obama would already be a shoe-in for the White House. Obama has raised some $600 million during his presidential bid and spent around $230 million of that on television slots, ensuring near-saturation coverage that has blown John McCain's campaign off the airwaves in key states. The convergence of television and politics is a peculiarly American phenomenon. Even after months of coast-to-coast campaigning, the closest most voters will get to meeting Barack Obama or John McCain will be in the commercial breaks during Oprah, Letterman or Monday Night Football. Obama's 30-minute “infomercial” on Wednesday took this process to its logical conclusion, buying up prime time itself, rather than the gaps in between. On Wednesday even the fifth game of baseball's World Series was delayed while Obama made his extended pitch to voters, prompting Republican complaints that he was "putting politics before our national pastime." Obama's spending blitz has been made possible by his decision to fund his presidential bid from private donations, allowing him to circumvent federal rules on campaign spending. McCain, who as a senator - somewhat ironically - was responsible for steering legislation for tighter regulation of campaign financing through Congress, chose to accept federal funding. That has limited him to spending just $84 million - though his total war chest has been bolstered by sizeable contributions from the Republican National Committee. McCain gets in the first blow Wednesday night with a 30-second slot featuring unsettling music over grainy images of masked and armed Islamic militants, Mahmoud Ahmadinejad and Hugo Chavez that questions Obama's security credentials. A pop-tarts commercial makes an unlikely buffer zone before fields of swaying corn and plaintive strings herald the opening sequence of Obamavision. As a piece of campaign propaganda, it's an elegant, soft-focused attempt to segue Obama's political ambitions with his personal life story. He talks directly and plaintively into the camera, telling us of the lasting impression left on him by his absent father and of his mother's death from cancer amid a flurry of insurance documents. “I know what it is like to see someone suffer because of a broken healthcare system,” he says. Threaded through this are the life stories of those for whom the American dream has become a paradise lost: the family struggling to meet their mortgage payments; the man who worked for 30 years on the railroads and built his own home but has to work in Wal-Mart aged 72 to pay his medical bills; the widow with two children working two jobs to get by. Democratic colleagues pay tribute to Obama's “once in a lifetime” leadership credentials. It's visionary and impressionist in tone with little red meat for his opponents - already hammering him for being soft on foreign policy and for his supposedly redistributive agenda – to sink their teeth into. Obama concludes with a pledge to restore the American dream “for men and women in every state across this nation” and ends on a note of humility: “I'm reminded every single day that I am not a perfect man. I will not be a perfect president.” Will it win Obama any extra votes next Tuesday? Possibly - though perhaps not among rightwing baseball fans. Posted by: CNN digital news producer, Simon Hooper
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