Barack Obama (for President): Unravel
By the late fall of 2008, voters had been subjected to months of wall-to-wall advertising. Focus groups showed that many of the ads looked and sounded the same to them.
We knew uncovering the details of McCain’s health care plan was a political imperative, but we needed to do it in a way that broke through the advertising clutter. We wanted an image that was unique and powerful enough to stick in voters’ heads, even if they were watching TV with the sound turned down.