This was a web and social media video that was then broken into two separate :30 second TV spots. For both the primary and general election our objective was to identify Lynette and only candidate that had both real world business experience and experience working in the office itself. As we pointed out in the copy she had experience on both sides of the Clerk’s counter. The result was a positioning line of “Fresh Ideas, Business Experience”.

The spots were used to hammer home that as a result of her varied experiences she had Fresh Ideas for the office which set her apart from the current position holder who was thought to be reluctant to change. We were also able to deliver a memorable alliteration . . . Say YES to Yates!