Review: The David Hick’s Advert
Evaluation: It could have been better.
GetUp have obviously decided that simplicity is best with this one. They’ve mastered the basics of persuasive technique, but I’m not so sure about Terry Hick’s voice. Obviously his is the logical voice to use, the whole father speaking for his son angle. But it feels like they tried a million takes of the voice and couldn’t get him feeling anything other than staged.
Sure it has to be clear, but where’s the emotion? And the wording, I’m not so sure about the line:
“but I’m sure that the Guantanamo trials have been created by politicians to do one thing: guarantee convictions.”
Ok, we’re moving on the stock standard distrust of politicians, but by leading in with “but I’m sure” the advert seems to lack a degree of authority. Perhaps wording along the lines of, “But instead of a fair trial, David will be charged, tried and found guilty by the US military”, would have demonstrated the inherent unfairness of the trials to a greater degree.
Until the recent announcement of charges 70% of Australians wanted Hicks brought home, as a population we couldn’t countenance words like “held for five years without charge”. This is an angle that has lost it’s edge, and this advert was clearly intended to counter any change in sympathies as the result of a show trial. In order to do so I believe it should have had stronger wording.
But that’s just me, what do you think?
Update: That’s what I get for relying on the script as provided by GetUp, the critical line in the advert actually reads: “But I’m afraid Guantanamo’s been setup to do one thing, guarantee a guilty verdict”. It’s more effective in that the parent is afraid (more explicit empathetic link with the audience), it might be weaker in that it no longer cashes in on “anti-politician” feelings, and either way I still feel it lacks the strength it could have had.
Update: The GetUp script for the advert is availible here.
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Posted: by Kieran February 6th, 2007 under Human Rights, Review.
Comments: 4
Comments
Comment from Matthew Martin
Time: February 6, 2007, 11:06 am
What is the problem with this advert?
No schmaltzy music!
When I first hit play I did not realize that the music playing in my music player was not from the advert. It turned out it was from an instrumental jazz CD my sister had uploaded onto our computer. So, I think some background music with a heavy emotional commentary should have been added to the advert to improve its effect.
The advert did have simplicity, which I liked. Just picture of a kid and the voice of his father pleading on his behalf and drawing attention to the fundamental liberties that are being infringed in the case.
Comment from The Editor
Time: February 6, 2007, 7:33 pm
I think I’m with you on this one. Too much cheese. It dilutes the message and kinda heads in the direction of making a martyr of him.
Comment from Kieran
Time: February 6, 2007, 8:26 pm
Very little politics, just “He’s my son”.
Then again, I have a slight bias towards the political implications of his detention, whereas GetUp probably want to portray the campaign as an a-political campaign for a “fair go”.
Pingback from Club Troppo » Missing Link makes a comeback!
Time: February 7, 2007, 8:19 pm
[…] to a honeypot, he approvingly cites Terry Lane. For something a bit different, both Kev Gillett and Kieran at The Dead Roo engage with the new ‘Free Hicks’ advert. Iain Hall provides the RWDB view, somewhat […]
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