Posted On: February, 04, 2008 15:02:07 By anne stewart

Yes We Can / Si Se Puede

“Because words and ideas are powerful…”

It was a busy weekend for print design and advertising. I could kick off this Monday by talking about the Superbowl ads, or about those scandal-inducing Abercrombie and Fitch billboards, but I think I’ll save those for later in the week, because something else seriously, seriously cool happened this weekend.

More and more, professional artists from all fields are coming out to show support for their favorite candidates, and the latest and greatest example of this comes from Will.i.am, the dude from the Black Eyed Peas. Will.i.am put together this wicked song and video based on the now-famous speech made by Barack Obama after the primary in New Hampshire.

Check it out:

The original posting of the video, along with a little meditation on its inspiration, can be found here.

As you may have noticed, quite a bit of Obama’s print collateral shows up in the video, including both signs and screen-printed t-shirts. But the real star of the show here is the copy, most notably the slogan, “Yes we can.”

Although it only really caught on in English after New Hampshire, Spanish supporters of Obama have been using the phrase “Si se puede” since the get-go. The words are actually an old Spanish labor union slogan from the 70s, originally penned by Ceasar Chavez and United Farm Workers co-founder Dolores Huerta. Yet another example of amazing design ideas coming for the ranks of union organizers!

So, to me, the cool thing that happens here, with this video, is that advertising design actually becomes art. Since most of us start as artists, then get into advertising to pay the bills, it’s a cool example of the cycle of inspiration and motivation coming full circle.

The question of the day is: What happens to a brand when it becomes bigger than itself? Has it achieved a state of brand Nirvana, or is it a train racing out of control?

On the one hand, political advertising is supposed to be bigger than itself, not just a marketing strategy, but a genuine attempt to connect with and inspire voters. From this perspective, the expansion of a Presidential candidate’s brand beyond the realm of his or her campaign is a great thing.

On the other hand, a brand that grows beyond the control of its creators and managers can become a liability, especially in a situation where brand control is so important. Because again, it’s not just about the brand, it’s about who, exactly, a candidate is, and if the disputes between Clinton and Obama, and between McCain and Romney, are any indication, there’s nothing a campaign hates worse than having its candidate misrepresented.

In the case of the Will.i.am video, I believe that the Obama brand is positively reinforced, and made bigger than itself in an amazing way. And I think that’s the case with most independent candidate support. But as Will.i.am himself points out several times in his manifesto, “words and ideas are powerful.” And the truth of this is that they are sometimes dangerously so.

In a world where branding and marketing can change the tides of history, words and ideas may be as close to magic as we get. When a good idea sweeps the nation, we are all the richer for it, but when a bad idea catches the collective imagination, there’s no telling where the fallout will end.

So far so good, friends, but this campaign to end all campaigns is far from over.

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9 Comments Posted So Far:
Posted By: Suzanne On 2008-02-04 16:11:39

I see in this video, a message so powerful that it has raised its originator to the level of a great person in history, before he has actually become one. He has already delivered his Do Not Ask What Your Country Can Do For You/I Have A Dream speech before building up the historical reputation usually required to give those words power.

Posted By: Hilary On 2008-02-04 23:46:19

I find Obama incredibly inspiring, and this video is amazing.

Brand control is important - just consider the kerfuffle over the "Obama girl" videos a few months ago.

The real measure of a brand, though, is what it gets people to do. Obama has a great brand - hope, change, can-do - but will it inspire people to vote?

And, slightly off-topic, since you mention "Yes, we can" originating with Spanish labour - what do you think of Hilary "finding her voice," a phrase drenched in second wave feminism? Especially considering that, arguably, she has more "right" to the language of second-wave feminism - being of the era, sort of - than Obama does to the language of Spanish labor.

Posted By: John On 2008-02-05 12:04:40

WOW... what a way to make a statement. I just goes to show how different a time we live in. What I think is great is the fact that I heard about the speech Obama made in New Hampshire but never actually heard the speech itself. I can see why everyone was so impressed by him. He is very engaging. This election is full of history making events.... this is just another to add to the many.

Posted By: Anne On 2008-02-05 21:12:35

'will it inspire people to vote?' - One of the things that I think is the coolest about a lot of the supporter-generated advertising that we are seeing is that one of its major focuses is 'get out and vote!' which is great, because I don't think that campaign advertising, proper, is doing much in this direction.

In terms of Hilary 'finding her voice,' along with the now-notorious tears, the whole thing seemed very calculated to me, a well-orchestrated appeal to all the right demographics, but I wouldn't say that she doesn't have all the right in the world to use the tools at her disposal.

In Obama's defense, his Spanish supporters began to use the term in support of him before he campaign sloganized it. But hmm, speaking of who has the right to what representation, what interests me is the delicate balance between Obama calling up images of MLK, and getting intense flak for being 'no MLK.' Can Hilary use the language of feminism, while Obama needs to stay away for the language of the civil rights movement, falling back, instead on the rhetoric of the labor movement?

Posted By: Marlon On 2008-02-06 08:44:14

I fear that too much of the Hollywood effect could take away from his campaign. Hollywood couldn't win it for Kerry 4 years ago, and I feel they should sit this one out, let the voters concentrate on something aside from image.

Posted By: Telly On 2008-02-06 11:58:43

I think this will definitely resonate with many of the young voters, the true "future minds" of this country. It was very well put together. I am very interested in how the Clinton campaign will combat such an huge endorsement, from what could easily been seen as the young american people. Young americans, that are creative and affluent and can strongly influence the ways of our young and politically conscious society...

Posted By: johncrocktoastin On 2008-02-06 19:55:38

I almost dropped a tear!!! It's pretty amazing what a little music and harmony can do to a speech that I never heard. But I now wish I had, John is right, I wish I would have been there to be a part of it. Just like everyone else said I hope people get out on voting day!!!!!

History can be made either way.

Posted By: Bonnie On 2008-02-07 11:32:42

Cool video. Speaks powerfully. Questionable reputation. Hoping reputation is strengthened in the near future so I can justify the strong impact of the video and parallel that to the candidate.

Posted By: No Name On 2008-02-08 17:25:26

As a young voter I have to say, to me, adding the "Hollywood effect" to a campaign ruins it. Take a look at what is happening to people in the spotlight. "Hollywood" instead of using what they have powerfully and effectively are using it poorly. Drugs are everywhere. I don't even waste my time on these peoples lives. And what I do hear (not by choice) consists of people on drugs, overdoses, alcoholics, rehab, probation and the inability to keep custody of your own children. I guess you can say that this is a nice attempt to do something positive with your fame. But I have to say, when I saw this video I wondered how much or what they were getting for doing it. I have to admit, it is probably a powerful video to some. But to me, Hollywood is ruined with unethical people who I would rather not associate with our country.

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