If the Boutique Firms Got the Call...
New York asked four ad agencies known for break-
through work to design their own Bush and Kerry spots.
Agency 1     |     Agency 2     |     Agency 3     |     Agency 4         Next>>>
Agency: Dimassimo Brand Advertising
‘People are going to love or hate this—which to my mind is the definition of a good spot,” says Mark DiMassimo, who once created campaigns for Roger Ailes at CNBC. Gambling on simplistic images to taint a candidate hasn’t paid off since, perhaps, Lyndon Johnson’s 1964 “Daisy” ad. “It’s such strong stuff that I think campaigns are afraid to go there,” DiMassimo says. “But I believe that our minds run on stories and on myths.” The story here? “These are decisive times, and Kerry waffles and seesaws and flip-flops.”
AUDIO: “Let me sleep on it . . . baby, baby . . . let me sleep on it. Let me sleep on it, I’ll give you my answer in the morning,” from Meat Loaf’s “Paradise by the Dashboard Light,” plays throughout.

VIDEO: Open on a pair of flip-flops.

VIDEO: Cross-fade to a yo-yo.

VIDEO: Cross-fade to a see-saw. VIDEO:
Cross-fade to a waffle.
Morph from waffle to John Kerry.  
See also...
The Great Debate by Kaplan Thaler Group
Speechless by Mad Dogs & Englishmen
U.S. Survival: Bush-Kerry Election Game 2004 by Mother
From the April 19, 2004 issue of New York Magazine.