A new advertising campaign sponsored by MoveOn.org's political action committee will feature a series of ads created by Errol Morris, the documentary
filmmaker who produced a series of ads for Apple about PC users who switched to Mac. The ads will air during the Republican National Convention later
Swap Your PC, or Your President
"There's a principle of advertising that if you want to talk to a certain group, it's best to pick someone from that group," said Morris, whose
documentary on former Secretary of Defense Robert McNamara, The Fog of War, won a 2003 Oscar. "If you want to talk to Republicans on the fence, then
it's best to talk to Republicans who are on the fence. These are real people who are expressing themselves in their own words."
Morris' "Real People" ads may rely on traditional Madison Avenue dogma, but they are also a rare example of how the internet can play an integral
role in producing a political ad campaign. With a tight schedule and limited funds, Morris said it would have been difficult to locate appropriate
voters without MoveOn's extensive e-mail list. (Morris isn't charging MoveOn for his work.)
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Wow. Tough call. New hardware or new president. Hmmmm. We could really use a change at the top. But I really need a dvd burner. Hmmm.
Kerry/Bush? Heck. They are both idiots and I really want a burner so I'm gonna swap hardware
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