It’s a new day in America; or at least, that’s what Hillary Clinton’s campaign managers would like U.S. voters to believe in a launch video aimed square at Middle America.
Americans have been busy, with many “getting ready” to do things in their lives, as the narrator explains. The camera has been busy too, filming all of them, but gracefully swings its way towards Hillary Clinton.
In a voice-over that runs while she is filmed chatting with the workers in a factory and others at a bare table in a “middle America” luncheonette, Clinton cheerfully chimes in, “I’m getting ready to do something too.”
Her hair is carefully coiffed, yes, but the camera work is equally careful too, with the photographer making sure to soften the focus. Clinton comes across as a main player — but a kinder and gentler one, with fewer harsh wrinkles and angles and no loud colors in her makeup to interfere with the message. She wears a cobalt coat over a sky blue turtleneck sweater with soft white earrings and her makeup is very, very understated – so much so, in fact, that one might even wonder whether she is wearing any makeup at all.
This is intentional: Clinton almost manages to look like the women in the luncheonette around her. Almost, but not quite. The casual elegance in her hair styling and assertive body language make it clear she is not.
And then she explains why, in a stand-up shot while wearing a sleek navy blue jacket over a brightly contrasting tomato-colored shell peeking from beneath, her hair more sharply styled in a chic conservative wave blown back from her face, with understated makeup enhanced just a bit more. The camera’s focus is sharper now, the softness dispensed with.
“I’m running for president.”
Everyday Americans need a champion, Clinton explains in the campaign launch video that depicts the lives and dreams of Middle America, young America, older America, gay America, single, married and family America. All-America.
“I want to be that champion, so you can do more than just get by.”
“I hope you’ll join me on this journey. I’m hitting the road to earn your vote… When families are strong, America is strong.”
The message is concise, the editing is tight and the photography faultless. Clearly, Hillary Clinton has her tech team’s ducks all in a row.
The only problem now is her track record.