Branding a Cool Celebrity President: Popular Music, Political Advertising, and the 2012 Election

Abstract

During the 2008 American presidential campaign, Senator John McCain attempted to twist the widespread popularity and likability of his opponent, Senator Barack Obama, into a caricature of a frivolous and "intellectually hollow" celebrity.1 In a move later criticized for its overt mudslinging, McCain personally endorsed a commercial titled "Celebrity" that pictured Obama opposite the trainwreck pop princess Britney Spears and party-girl heiress Paris Hilton (Figure 1). Figure 1: Commercial stills: 2008 Obama "Celebrity" Commercial, Endorsed by John McCain.John McCain 2008, "Celebrity," 2008.Set to the rhythmic chanting of Obama's name, the spot features images of the Illinois senator at a rally in Berlin, Germany. 2 The sights and sounds of the paparazzi's cameras accompany a montage of Obama's face spliced between images of Spears and Hilton.A voiceover declares, "He's the biggest celebrity in the world, but is he ready to lead?"The commercial continues, "With gas prices soaring, Barack Obama says 'no' to offshore drilling?And says he'll raise taxes on electricity?"To punctuate the implied gravity of these questions, the pounding of a bass drum silences the presumably brainwashed and star-struck chanting crowd.Only the punch line is left to round out the spot: "Higher taxes.More foreign oil.That's the real Obama." 1 Sam Stein, "McCain Ad Links Paris Hilton, Britney Spears To Obama," Huffington Post, August 7, 2008,

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