Commentary

Don't Read This Column

by Joe Mandese , September 6, 2024

See what I did there? Using a little reverse psychology to get you to do the opposite -- click through and read today's "Red, White & Blog" -- if only as an act of authoritarian defiance. Well, that's actually the point of today's column: using reverse psychology -- or more aptly, child psychology -- to get young people to vote in this year's election.

As you probably already know, young Americans are notoriously loath to do so, so Providence, Rhode Island agency Nail figured out a way to hit a hammer on their heads in one of the most ingenious spots I've come across yet this election cycle.

The spot, "Dear Young People, Don't Vote" features some crotchety elders telling them to sit this one out, because, well, "everything is fine the way it is."

Forget about climate change, tax cuts for the rich, school shootings and a candidate threatening to undermine democracy -- it's old folks that run America, the spot (above) advises young voters, recommending that they stick to tending their social media memes.

"Only 46% of people 18-34 years old voted in the last election," the YouTube video's description reminds us, adding: "So the elderly have a disproportionate influence on our politics and our country."

It's enough to make a Millennial's blood boil, and get a Gen Zer to get off their butt.

At least that's what Nail Creative Partner Alex Beckett hopes, noting that his "client is democracy."

"We specifically didn’t want to have a partisan client because it felt like that would drive off these ultra-low engagement young voters we’re trying to activate," he continues, adding: "They’re not partisan. They’re not even non-partisan. They’re anti-partisan."

The spot is intended to drive young voters to a broader "Yes We Cancel" campaign consisting of a website, videos, a store and an Instagram page all built around a tongue-in-cheek homage to the Obama campaign's iconic "Yes We Can" call to arms.

Now that's what I call "cancel culture" -- but you know, the good kind.

campaigns, cause-related, politics

3 comments about "Don't Read This Column".

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Dan C. from MS Entertainment, September 9, 2024 at 10:17 a.m.
So making "old people" look like uncaring a-holes. Great.

ageism exists and elderly people have enough challenges and you're applauding an ad that basically tells gen z that the older population doesn't give a damn about them or the environment - which couldn't be father from the truth.

There is nothing to celebrate about an ad that is trying to further divide us. This country needs to come together and pitting young vs old is sad.
Reply

Joe Mandese from MediaPost Inc., September 9, 2024 at 10:39 a.m.

@Dan Ciccone: Hey, I told you not to read it.

Ageism is a real problem ( https://www.mediapost.com/publications/article/393394/ageisms-metoo-moment.html ), as is divisiveness, but this get out the vote ad isn't that. It's simply leveraging reverse psychology to remind young voters how they can be included in political decisions that will influence their future. You know, vote.

But I'm guessing you won't be voting that Nail agency should win any advertising awards for it.

Dan C. from MS Entertainment replied, September 9, 2024 at 12:18 p.m.

@Joe - I just think there is a more productive way to use "old people" to motivate and connect with the younger generation vs. pitting generation against generation. Maybe have them communicate how sad they are to see the state of the world and if they were young again, what they would do to change things to make them better.

There is enough overt and disguised discrimination against elderly people without promoting to young people that "old people" are the problem.

BTW - it's not old people who are buying all the electric cars, cell phones, computers, and playing with AI that is using all of the energy and sucking up all of the rare minerals. I'm not blaming young people - but the need for digitzing everything - including all of their communication and entertainment - that is doing more harm than elderly people may have done out of ignroance and not purposeful neglect.

I recall the ads with cancer patients who were missing lungs and speaking through tubes in their neck telling young people "if you see this ad, I'm dead. Don't make the mistakes I made. Don't smoke."

Impactful and educational and motivational vs. divisive and combative and antagonistic.

Polls and history show that a positive message always wins over a negative message.