First Lady Michelle Obama has joined the President in ads running across the web from the Obama for America 2012 campaign. The change comes amid reports of Mrs. Obama playing a larger role in the campaign.
Display ads from OFA spotted on Facebook and on ad networks including Google's don't stray far from Obama's 2008 campaign ads. Indeed, they feature the "Join Us" call to action, ubiquitous during the last election. However, unlike the '08 campaign ads, the new ads pair POTUS and FLOTUS, suggesting, "You should join Barack and Michelle Obama."
Many of the ads are re-targeted through ad networks to people who have visited the BarackObama.com website, and are intended to generate signups to build the campaign's list of supporters.
It could be part of a broader effort to include the First Lady more strategically in the campaign. In addition to appearing at several recent fundraisers and planning to attend a fundraising lunch in Manhattan as the guest of honor later this month, it was announced yesterday that Michelle and her signature sculpted arms will be seen on the cover of Essence Magazine's October issue.
Recent Obama for America 2012 ads:
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
June 5, 2013
1:00pm ET / 10:00am PT