When Priorities for Iowa decided to support Joni Ernst for Senate, they turned to POOLHOUSE because they knew our cutting-edge creative and strategy would be the key difference in one of the most competitive and expensive senate races in the country.
With over $200 million dollars swamping the TV and radio airwaves between Ernst (R), the incumbent, and Theresa Greenfield (D), we knew our spots had to be something different and hit a separate audience. On digital, we were able to hit key audiences with more efficiency. Developing two separate, but important targeted creative messages allowed us to cut through the clutter and reach voters with unique, meaningful spots.
With so much mud-slinging and name-calling, we wanted to shore up support with our base voters by reminding them of Ernst’s military service and Republican roots. In this energetic spot, we relied on fast moving motion graphics and animation to capture voter’s attention.
While this increased Joni’s positives, we also had to send a negative message about Greenfield’s record. Knowing our target audience could have been turned off by another dark or outrageous attack ad, we had to be different.
POOLHOUSE crafted a full-set designed for a shoot where we poked fun at Greenfield’s lack of authenticity (and full rack of zip up vests) about who she was, while illustrating the fact that her campaign was being controlled by Hollywood liberals and DC Democratic leadership.
The ad earned recognition in the news for its creativity and humor, helping push Ernst towards victory by making sure our audience got just the right message in the right tone.
POOLHOUSE was proud to partner with Priorities for Iowa in this crucial Senate race. Our mission to put creative first helped drive home the media message and we’re excited to have played a part in this big win.