dismantling the terminator
great hors d'ouevres -- i'll be back
The Democrats are letting history repeat itself. Schwarzenegger's poll numbers in California may be up and down, but voters' core perceptions of him are strong: hero, reformer. And he's gearing up for partisan battle on a variety of issues. The stars in heaven and Hollywood are aligning for his re-election and future ascent to national office, and the Dems are asleep at the switch. He must be stopped now, and it can be done in three simple steps: 1) an ad campaign, well in advance of the election, to change perceptions and hit him where he's strongest, not weakest (a Rove trick that works well); 2) tying him in the public mind with Rove, Cheney, and those 'political leaders in Washington' and corporate interests who call his shots; and 3), responding to his every statement with warmth and humor, but with "there you go again" insistence that he his not his own man. For that must be the message: he's not the guy you think he is. He's an actor playing a reformer, but he runs errands for others. I provide two ad scripts below that address these points (plus a freebie for Phil Angelides). Democrats, help yourselves or come up with something better. But please do it now. Like they say on location, you've got an early morning call.
Go after his perceived strengths now: he's manly, he's independent, he has stature, dignity, a lone action hero fighting special interests. The country will be ready for a change after eight years of Bush, but the Dems are asleep at the switch. Arnold is poised to be that fresh new face, if not as a candidate than as a player. His distance from the Religious Right may cause some problems at primary time, but he can make it with Bush/Rove support. And that estrangement from the evangelicals will be a great help in the general election if the Dems don't start looking like a real alternative.
And now, let me pitch these to ya:
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TV Spots: Theme: "Sacramento Tonight" in a Hollywood Tonight format: Two very perky blond talking heads, Gene and Jean, profile the Governor as bright graphics and loud music play behind them, mixed with unflattering portraits of Schwarzenegger as Governor - but not of him as a bodybuilder or actor; the voters have accepted his past and mocking it would backfire. Shots like above, in a tux, are good. And yes, these ads are meant to be somewhat annoying)
FIRST SPOT: ‘SACRAMENTO TONIGHT’ – RUNNING ERRANDS
GENE: Well, Jean, we’ve heard the Governor of California’s new role as a reformer who stands for the people isn’t playing well at the box office.
JEAN: That’s right, Gene. It seems that in his latest adventure he’s decided to start a super-battle with ... teachers!
GENE: The Terminator vs. the Teacher? What's that about?
JEAN: Well, the governor's going after the teachers and educators over how things like how teachers get paid, and their job reviews. But meanwhile California is 42nd in state spending for education, and he’s not saying anything about that.
JEAN: 42nd?? That’s a
disgrace. Like it’s the teachers’ fault
there’s not enough money for schools! Haven’t some people suggested that the very
wealthy give back a little of their tax cuts to help pay for kids' education?
JEAN (scoffs): Sure, but the Governor won’t support that. Some of those same wealthy people are his big campaign contributors. And get this: He’s also fighting the nurses of California over staffing at hospitals. He actually wants fewer nurses per patient, if you can believe it, and you know what that means.
GENE: Ouch! People will be hurt. Well, that would be really good for the insurance companies, but not too good for us.
JEAN: That’s right. He’s sure not helping those nurses who help the sick right here in our communities.
GENE: Or those teachers who teach our
kids everyday, for that matter.
JEAN: And get this: he calls teachers and nurses the 'special interests.' When those real special interests like big hospitals and insurance companies ask him for something, he sure delivers. So why do they call him the Terminator?
GENE: I don't know Jean. Maybe they should call him – (beat) - “The Errand Boy?”
(laughs from everyone on the set)
JEAN (chuckles): And what do you think the voters will be saying to him next Election Day?
JEAN and GENE, together: Hasta la vista! And that’s ‘Sacramento Tonight!’
END
(after the jump, two more ads - 'The Last Action Hero,' and 'The Real Action Hero')
# 2: ‘SACRAMENTO TONIGHT’ – THE LAST ACTION HERO
GENE: Well, Jean, the Governor of California says his new role is as a reformer who’s working for the people. But his new star vehicle isn’t going over too well, is it?
JEAN: That’s right, Gene. Turns out (show clip of Washington Post article) he wants across-the-board budget cuts automatically whenever the state goes into deficit.
GENE: But he’s hasn’t been able to balance the budget himself after a whole year. So that law would mean that services for poor kids and the elderly could just be cut – (makes quote mark with fingers) – “automatically” - and he wouldn't have to take responsibility for it?
JEAN: That’s right. Seems some viewers are saying, hey, we elected you to make tough decisions. If you think tax breaks for the rich are more important than helping poor kids and the elderly, shouldn’t you be man enough to say so?
GENE (chuckles): Oh, boy. And now he wants to privatize retirement benefits for state workers, using the same bad planning Bush is using to monkey with Social Security. It's another idea his pals in Washington came up with.
JEAN: Well, people are saying “that’s
nuts.” It won’t work in
GENE: He could make some big companies happy. But he’s sure not looking out for those state workers. They’re are just regular people doing their jobs.
JEAN: Gosh, With all this help he’s giving the special interests like rich taxpayers and investment companies, why do they call him an Action Hero? They ought to call him – oh, I don’t know - The Guy Who Follows Orders!
(laughs from everyone on the set)
GENE: And what do you think the voters will be saying to him next Election Day?
JEAN and GENE, together: Hasta la vista! And that’s ‘Sacramento Tonight!’
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And here's a freebie for the Angelides for Governor campaign. I'm not endorsing him, just giving him some food for thought. (although after I wrote it I was almost ready to)
ANGELIDES AD: THE REAL ACTION HERO (30-second spot)
(this ad is NOT in the entertainment format -- the theme is that real heroes aren't usually rich or glamorous. The real heroes work every day to make the work a better place. And heroes aren't always pretty -- sorry, Phil.)
(Black or gray neutral background. Voice-over narration with pleasant but unattractive picture of Phil - should not be hard to find - and the word next to it: HEROES)
NARRATOR:
You know, seems like everyone these days is looking for a hero on TV or in the movies, but sometimes we find ... they've been right here with us all along.
(OTHER PICTURES: a teacher, a cop, a firefighter, a mother with a child, a father with a child, etc.)
Not showing off, not drawing attention to themselves ... just doing what needs to be done.
(PICTURES OF PHIL throughout his life and his career - as a student, with his family, running for office)
Phil Angelides never played a hero in the movies. And he'll be the first to tell you he's not exactly glamorous. As a young man he dedicated his life to changing the world ... the hard way, every day.
He worked in state government to create affordable housing for the poor. That didn't get him on the cover of People magazine, but it sure made him a hero to some people.
(PHOTOS of poor people moving into their new homes)
He became a successful businessman building communities folks are proud to call home. That's the kind of entrepreneur our economy needs.
(PHOTOS of Laguna West, Phil and his employees)
He could stayed in business, but he felt the people needed him, so he ran for Treasurer. There, he has invested in California companies and jobs, fought for a fair budget, and never shied away from making tough decisions. He's been a national leader in in holding corporations accountable and protecting people from their abuses.
Dedicating your life to helping others? Fighting for people? Standing up to the big corporations?
(back to FIRST PICTURE OF PHIL)
Now that's a hero.
Have you checked out Marching Orders yet?
Posted by: Gordon | March 31, 2005 at 04:23 PM
Great stuff, RJ. You are so right about the dems, too. As per our previous discussion, dems in CA and elsewhere seem to be stuck in 'react' mode. 'What are the Repubs going to do next?! Let's wring our hands! Isn't it outrageous?!' They wait for the GOP to do something and then react. It'll make you NUTS!
Posted by: jonnybutter | April 01, 2005 at 01:51 PM
The old saying is "no guts, no glory." The Democrats have certainly proven it true, havent they?
Posted by: RJ Eskow | April 01, 2005 at 05:09 PM