Television / Radio Advertising

West Texas Changed My Life

Texas Congressional District 11 is one of the most Republican districts in America. Facing a crowded, better-funded field of 11 candidates all seeking the GOP nomination (which effectively wins you the seat in November), we had to find a way to break through with an emotional story that would have a long ripple effect and give us early buzz and fundraising power.

Brandon Batch has an amazing story. His Dad was absent from their lives and his mother died due to complications from multiple sclerosis. He was born in Odessa, but adopted by a family in Midland. This is significant because Odessa and Midland are notorious rivals of one another – but Brandon had crossover between both crucial cities (which would be key to united the area and winning the nomination).

Through mining his personal story, we discovered a video that his mom had recorded before she passed away. And like something right out of a movie, Brandon had at one point discovered that she had recorded a message just for him that he had not known about for many years. Seeing a loved one long gone encouraging you to do you best is so moving.

We crafted this story to unite West Texas behind Brandon Batch because he is one of their own – taken in by them and raised by their values. West Texans have an immense amount of pride in where they come from – harnessing that behind Brandon will propel him to victory!

When we posted the video on the first day of the launch, it went viral locally. It was shared over 1,000 times in West Texas in a matter of days and bouying his early fundraising efforts. He was able to pull in $150k almost instantly in a crowded 11-person field – even getting donations from people who had given to other candidates!

Brandon Batch’s “West Texas Changed My Life”

When under relentless attack.

In a three-way race for the Republican nomination, the incumbent client was facing a barrage of tag-team attacks from the other two candidates hoping to knock us into a runoff. Unable to effectively punch in both directions without risking critical votes, to win outright we needed a message that firmly rallied conservatives behind us.

“Outnumbered” tied together the ideas that Rep. King was outmanned in both the campaign and as a rural legislator fighting against urban interests at the Capitol – but that his grit, resolve, and hard work is what makes King the best voice for his district. Voters circled the wagons for this tough conservative and Rep. King won the race in the first round.

Ken King’s “Outnumbered”
TV

Swiftly turning the tide.

Keith Bell was an underdog candidate in a runoff against a well-funded former State Representative with almost universal name-ID among the conservative electorate. With only one chance to make our case, we needed a TV spot than accomplished more in 30 seconds that any we had previously produced.

By focusing on our opponent’s poor voting record and employing the visual theme of a Texas House member’s voting desk, we drew the viewer’s full attention to each piece of information and efficiently guided them through the contrasting stories without any distractions from the message. Keith ran right past his opponent to a resounding, upset victory.

Keith Bell’s “Strong” Ad
TV

Making an unforgettable impression.

Today, it’s easier than ever for people to tune out advertising. So you need a message that will reach your audience with a bang – sometimes literally. We asked: how do you introduce a tough, conservative, anti-Washington, pro-gun, pro-life, pro-border security, pro-jobs member of the Texas Legislature in a way no one will ever forget – and Charlie Geren’s “Cannon” was our answer.

Precisely targeted to voters across the most effective platforms, the ad raised our client’s “favorables” early and kept them there throughout the entire primary race. Every opposition attempt to portray Geren as anything except what he is: a strong, Texas conservative – fell on ears deafened by the blast.

Charlie Geren’s “Cannon”
TV / Digital

Winning hearts and minds.

In a wide-open, five-candidate race, how do you break ahead enough to win without a runoff? You need a big splash that convinces everyone you’re the person for the job. Robert Chody’s “Trust” employed the most impactful, poll-tested messaging and cinematic imagery to give voters a series of snapshots into the life of Robert Chody.

Our goal was that by the end of the ad, viewers would already view Chody as their sheriff. Targeting the highest propensity voters on digital and cable platforms, we measure the ad’s success by the election results: Chody won the race outright by 58% – besting the second place finisher by a remarkable 44 points.

Robert Chody’s “Trust”
TV / Digital

In case of relentless attack.

You need speed, mobility, and creativity to fight your way to victory. Produced in a single night just days before the election, Cindy Burkett’s “Slideshow” ad quashed every untrue negative attack against her in one swift, humorous parry.

From conception to on-the-air in 36 hours, “Slideshow” helped lift Burkett to a 12-point victory in the face of sharp adversity. Later, the idea was lifted and used by the Ted Cruz presidential campaign. We take it as a compliment.

Cindy Burkett’s “Slideshow”
TV / Digital