[Street Law] Mark Dayton and Jeff Johnson commercial

Mark Dayton 

Darn good coach 

Interesting and unique video. Focus on sport lover audiences. Give audiences different and fresh view of political commercial. Compare with others commercial, this is the best one which derive the same idea but different style.  Use hockey to describe how Dayton did to keep Minnesota back on track and rise again. From “$6 Billion deficit 100,000 jobs lost” to “162,100 new jobs” (no source). Show clearly what he did past 4 years with sources: “Minnesota’s economic growth is ranked among the strongest in the nation” (Star Tribune 12/4/13), “Dayton: Use $1,2 billion surplus to cut taxes, fill reserves” (AP 3/6/14). Video use blue and white as a main colors which easily effect audience feeling. Not mention about blue represent hope, the bright tone mix with blue and white made video stand out. The typography is perfect: text appear on wall, on ground, on the broad which emphasize what Dayton had done for Minnesota. The motion of video and text sync together: the hockey’s players fail then “$6 billion deficit 100,000 jobs lost” appear; the hockey’s players catch up the match, the text turn to a better statement. Many sound appear in this video, audience noise, hockey motion, and coach background voice.

Jeff Johnson

New Leadership

 The goal of this video is made audience feel Mark Dayton is not suitable for this position like he has done in the past. Johnson mention about Dayton’s age, years of serving as a fact that “He is no longer belong to this century”. In general, the controversy about working ability between senior and junior never stop. He claims that all those mistake was made because of Dayton’s serving years. Even before audience begin the argument, Johnson continued to claim Dayton’s mistake (without any reference to support his view point). After showing some reason why Dayton is not suitable, the video turn 360 degree to talk good about Johnson himself without a signal until very end moment. However, the argument is so general (economic and education benefit) and doesn’t contain any detail how he will do what he says. Every campaign say the same thing: bad thing about the competitor and good thing about themselves; therefor, this video made no stand out. In this video, Johnson wears a casual outfit with natural background to show that he wants to be a part of MN’s citizen not a governor who has a lot of power and know nothing about what is going on (opposite to Mark Dayton). The country style combine with the soft, comfortable music theme, the video create the friendly, cozy atmosphere. It’s also soften the fact that Johnson talk bad about Clayton and support his speech (as mention) naturally.