The hot take in politics right now is that traditional political advertising doesn’t work. Ads haven’t really changed all that much in 40 years, and the old way of doing things — carefully scripting a candidate with talking points and having them read a script into a camera — makes politicians look phony.
Bill Hyers and Matt McLaughlin are a team of strategists who make political ads for progressive candidates. They say they’ve cracked the code on how to make politicians sound like actual human beings.
VICE News followed the team as they made a launch video for John Fetterman, a progressive candidate for lieutenant governor of Pennsylvania.
This segment originally aired November 14, 2017, on VICE News Tonight on HBO.