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Dealing With Disgrace 2007: A Look Ahead Faso's HQ Burgled Bloomberg' Political Contribution Investments Come Up Short First Spitzer Transition Team Meeting Set Up in the Air� Up in the Sky� It�s the Mayor of New York? Diversity Remains Beyond FDNY's Grasp Political Consultant Round-Up Taking the Temperature of Health Laws Solar Power's Not-So-Bright Future Greens Hope for Ballot Access through Lawsuit Working Families and Conservatives Parties See Mixed Results Despite Big Election Turnover, Limited Changes for Big Apple Ahead
In the Chair: Robert Jackson In the Trenches: Steven Matteo No Cape, But the Ad Man is a Democratic Hero Back in the District: James Vacca On the Agenda Where Are They Now? Manfred Ohrenstein Mr. Haber Goes to Hollywood Sandwiches and Soda with Adolfo Carrión Editorial: You've Got to Be in It to Win It What the Poverty Report Misses by Maureen Lane When Big Winners Meet Big Winners, Who Wins? by Alan Chartock Standing Up for New York City's Fair Share by Gifford Miller and William Cunningham
No Cape, but the Ad Man Is a Democratic Hero
Meet Jimmy Siegel. A year ago he was a top executive at a leading Madison Avenue advertising agency, where he worked on ads for Pepsi and Visa. Today, his name is almost always preceded by “Eliot Spitzer's ad man.” He is the creative force behind Spitzer's unconventional $10 million advertising campaign that has generated national attention.
Thanks to his apparently successful ads for the Spitzer campaign (all of which were pro bono), Siegel was soon called upon by other candidates. During the campaign, he created ads for Attorney General-elect Andrew Cuomo, as well as upstate candidates for Congress like Jack Davis and Kirsten Gillibrand. Democratic State Senate candidates got his help as well, with Brooke Ellison and Andrea Stewart-Cousins getting the Siegel treatment. He also created an anti-Bush ad for the September Fund, which ran nationwide.
Though all were for Democrats and Democratic causes, Siegel says that the ad shop which he formed with friend Dan Levinson of Moxie Pictures is apolitical.
Siegel ads have their hallmarks: tight shots, compelling music and simple sequences. Take a Spitzer ad called “Let it Shine,” which touted Spitzer's plans for education reform. Instead of Spitzer actually appearing in the ad, the visuals were various shots of kids set to “This Little Dream of Mine” sung by Judy Collins. The ad ends with Spitzer's education proposals written on a chalkboard in child's handwriting.
“I always felt advertising should make a connection with the viewer. Not just get across info but elicit some gut reaction,” Siegel said.
To hear Siegel tell it, his move from Madison Avenue to political campaigns hinged on three glasses of red wine. That is what it took for Siegel to approach Spitzer at a fundraiser last December and tell the then-attorney general he could help him become governor.
Siegel says he always followed rule one in advertising: reward the viewer for spending 30 seconds watching an ad.
“Looking back, if I hadn't introduced myself at that gala, it would have been very hard to break into it,” Siegel said.
Siegel made his foray into advertising in 1979, joining famed advertising firm BBDO as a junior copywriter. He worked his way up the ranks, eventually becoming the firm's executive vice president and creative director.
Come 2005, the self-described political junkie was thinking about a career change. He wanted more time to write – he is the author of four thrillers, one of which, “Derailed,” was made into a movie starring Jennifer Aniston and Clyde Owen that came out last year. Unhappy with the political direction of the country and the creative direction of political ads, he thought he could do better.
“Let's face it,” he said, “the Democrats have not been doing well over the last 12 years. I think there's a sense around the country that maybe we should try something new. Because we haven't been doing so well with the stuff we have been doing.”
Something about Siegel impressed Spitzer, who took a chance on a novice instead of playing it safe with a seasoned political advertising creator.
With Spitzer's big win on Election Day, the move seems to have paid off.
“Jimmy has personally and professionally played an invaluable role in Eliot's campaign. He has helped shape the message and deliver it to voters in a style not seen previously in politics,” Spitzer campaign spokeswoman Christine Anderson said.
And Siegel says his lack of experience in the political arena was an asset in making this possible.
“I would say that sometimes perhaps being a political outsider allows you to get across a point of view that's a good one, a fresh one, that's much needed,” he said.
In contrast to traditional media and political consultants, whom Siegel says are more concerned with the strategic side than the creative side, he says he always followed rule one in advertising: reward the viewer for spending 30 seconds watching an ad.
With all the work for the 2006 campaigns behind him, Siegel is taking a short break. But he says he wants to continue to do work for candidates and issues he believes in – and it looks like he might get the chance. He will not name names, but he says several 2008 presidential hopefuls have already gotten in touch.