By Adrianna Owens
She’s a woman. That’s why people turn their heads.
In order to combat this possible drawback, Hillary Clinton has launched a clever announcement video in which she is not the focus. Along with the ad, she has rebranded herself and her campaign by redesigning her logo and website.
The logo is nothing fancy, but that is what is so appealing about the “H” with an arrow running through it. It’s fresh and it’s new. There’s nothing “pretty” about it. This was a huge step in the right direction because instead of letting her gender define her presidential campaign, she depersonalizes her message. She aims it toward the people.
The logo doesn’t say “Hillary,” and that’s brilliant. It’s an “H” and an arrow. That’s it.
However, there has been much controversy, and some crudely-hilarious remakes, over the logo floating around online. Her Republican opposition has chosen, not so subtly, their names as their logos. Ted Cruz and Rand Paul have similar logos amounting to nothing but their names and what is most likely a reference to Lady Liberty’s ever-burning torch. Marco Rubio, on the other hand, didn’t surprise anyone with his plain logo that consists of his name separated by a red star.
Luckily, Clinton’s marketing team makes up for her opponents’ lack of creativity.
The website that was launched with her announcement video is also a success. Though prominently displayed, the first thing that you see when opening the website is not the picture of her, but bold white letters that read “This starts with you.” It’s short and it’s sweet. Oh and guess what? It’s about you. The voter.
Now, this is by no means a new strategy. The plain folks appeal has been used time and time again with campaigns that ignite the fire in every-day Americans to vote because (insert practically any politician here) is the same as you and me. What’s different about Clinton’s campaign is that it’s believable.
Her announcement video is, in one word, diverse. It pictures families, different races, businessmen, college students, gay couples and more. In the world of advertisement, it is said that all you need to get people hooked is an animal, a child or an elderly person. Well, this video does that and so much more.
It’s arguably the smartest announcement that has been released so far, as it not only showcases diversity but change as well. When Clinton comes on screen, she announces running in the 2016 presidential election. She then continues to say that just like the diverse group of people that are featured in her video, she is getting ready for a change.
One of her prominent quotes, “Everyday Americans need a champion and I want to be that champion,” is hands down where I applauded her in her campaign.
Unlike other politicians, she doesn’t use the plain folks appeal as a way to say that she is just like us “normal” people. Instead, she says that she wants to lead us. She understands the need for change, and she wants to help us get there.
In another one of her YouTube videos, she visits Kirkwood Community College in Iowa and explains that “the deck is still stacked,” for those on top. Meaning, the 1 percent is just getting richer while the poor are, well, you know.
She then goes on to address the subject of education costs and how families are falling more and more into debt each year in order to put their children through college.
“There’s something wrong,” she said.
And while she hasn’t yet explained what she plans to do to right this wrong, it is more than what most politicians have ever dared to say. Her presidential campaign is officially a week old but has already caught the attention of many.
Clinton has learned from her previous campaigns, and is now back and “getting ready.” With her fresh new redesign, it is a guarantee that she will pull out all of the stops to keep her modern campaign feel.
Adrianna Owens studies journalism. She can be reached at firstname.lastname@example.org and on Twitter @TheSagebrush.