The Clinton campaign–which is out this week with two new spots touting its candidate’s economic credentials–rarely gets creative with its advertising. Most of its commercials are like “Can Do”: soft shots of smiling, multiracial citizens crosscut with a coiffed Clinton saying something about “voices.” But “Free Fall” (above) is different. Unlike “Can Do,” it uses a metaphor–plummeting from the sky to certain death below–to describe our current slide toward possible recession. If this continues, Clinton warns, we’re all toast. But thankfully there’s a “parachute” that you “can depend on to fix the economy and protect our future.” And that parachute’s name is Hillary.
I applaud the effort, but still–the ad’s a little off. Look, I understand why Clinton is harping on the economy; voters are worried and she polls well on the issue. And I can forgive the shameless fear-mongering–not only is there a lifeless human body plunging to earth, but spooky words like “recession,” “less hope,” “down,” “unemployment,” “foreclosures” and even “fears” are flashing onscreen. That’s par for the course. But the metaphor itself makes no sense. Deployed mid-“free fall,” a parachute doesn’t lift you to your original altitude. It simply lowers you the ground more slowly. Extended to its logical conclusion, the ad’s argument suggests that we’ll still lose our homes and jobs under Hillary–it’ll just take longer to happen.
Back to the drawing board, I guess. We hear there’s a bridge to the 21st century in desperate need of repair. In a place called Hope. And it will be there until the last dog dies.
Okay, I’ll stop now.
