"Real People Ads: We Have a Winner"

Yes, indeed they do. And they're gonna work. Well.

The above is the subhead for this page from moveon.org. (Yeah, those "Hitler" guys.)

Well, this time, they've got it right, and it's no accident. Errol Morris, master of capturing Americans just talking and being Americans shot these after interviewing "...Republicans, Democrats and Independents – who voted for George Bush in 2000, but will be voting for Kerry in 2004."

It's typical Morris. Certainly not the most whizbang production; no glitz, no hype, no heat. Just real people. Incredulous, confused, jilted, embarrassed, perturbed and resolute people. Saying real people stuff, with real people feeling.

Hey, the ad-world saying goes, when you have a Cure for Cancer, you don't need razzamatazz, just say it. The same goes when you realize you've got it. Just say it. And get on with the remediation.