PRESS RELEASE from MoveOn.org Political Action

For Immediate Release:

Monday, July 28, 2008

Contact:

 Trevor FitzGibbon/Doug Gordon


*** View the ad at: http://www.moveon.org ***

New TV Ad Targets Young Voters:
Pro-Obama Spot To Run On MTV And Comedy Central

 

It Could Happen To You” Kicks Off MoveOn’s Youth Mobilization Effort; Believed To Be First Political Ad Ever On Comedy Central

 

A new 30 second television commercial released today, targeting young voters, echoes Senator Obama’s message of hope and change. The ad, titled “It Could Happen To You,” was released by MoveOn.org Political Action and will air nationally on MTV and Comedy Central.

 

It Could Happen To You” was the winner for “funniest video” in MoveOn’s recent “Obama in 30 Seconds” ad contest. The ad was produced by and features Rider Strong, former star of “Boy Meets World.” Also in the ad is Amber Benson, best known as Tara Maclay on “Buffy the Vampire Slayer.”

 

MoveOn’s ad is in part a response to the airing of an anti-Obama ad from a conservative group last week, also on MTV.

 

“Young people are naturally progressive, tech-savvy, and hopeful people, so it’s no wonder they are becoming MoveOn members” said Peter Koechley, a former editor of the Onion and co-director of MoveOn’s youth outreach efforts. “In the next 99 days, MoveOn.org is going to spend a whole lot of time and money making sure that the trend we saw in the primaries of doubling and tripling turnout among young voters continues into November for Barack Obama.”

 

MoveOn.org has almost a million members under 35 and aims to add another 500,000 through the course of this election. MoveOn’s young voter outreach efforts include:

 

§         Developing a new model for online advertising focusing on persuasion. With TV capturing dwindling numbers of young people, MoveOn is committed to advertising where young people are: on Facebook, MySpace and other sites popular with young people on the internet as well as through search ads.

 

§         Developing a new suite of online political tools to continue to lead the way in on-line organizing.

§         Developing a new social network canvassing GOTV model. Young people are harder to target using traditional methods of knocking on doors, making phone calls, and sending mail. MoveOn will leverage online social networks to turnout young voters. We're building online tools to allow our members to register and then turnout out their friends and peers (for example, www.votepoke.org).

 

MoveOn will spend $150,000 to run the ad for one week on MTV and Comedy Central. It is believed to be the first ever political ad on Comedy Central.

 

***Note: The legal disclaimer on this ad is for web only; it is being repurposed to meet legal broadcast requirements prior to being aired.***

 

MoveOn.org Political Action is a political action committee powered by 3.2 million progressive Americans. We believe in the power of small donors and grassroots action to elect progressive leaders to office and to advance a progressive agenda. We do not accept any donations over $5,000, and the average donation to MoveOn.org Political Action is under $100.

 

Script:

 

Guy 1: I never thought it could happen to me.

Girl 1: I've been living with it for awhile now.

Guy 2: I got it from her.

Guy 3: I mean, this could happen to anybody.

Girl 2: Anybody.

Guy 4: I have hope.

Guy 5: Hope.

Guy 6: Yeah, it's true.

Guy 1: I'm sorry mom, I'm sorry.

Guy 7: For eight years...

Girl 2: we all thought it was gone.

Girl 1: And now it's back.

VO: Hope.  It could happen to you.

Girl 3: This is your brain...

Guy 2: and this is your brain on hope.

VO [Disclaimer]: MoveOn.org is responsible for the content of this advertisement.

 

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