Inside

When I saw this in Santiago last month, in front of the Instituto Politécnico I thought is was a joke.

Compare this to the Intel logo on your computer. Similarities?

How many people in Santiago do you think got it?

First, the message is in english. Second, getting the meta-message requires being familiar with computers and their iconography. Lastly, it takes knowing the Intel ad campaign to understand that what they mean to say is that "computers work better when Intel is inside." From there you have to favorably link Hipólito’s qualities and capacities with those of an an i7 Intel chip to then come to the conclusion that the PRD works better with “Hipólito inside."

That's along line of intellectual hurdles for very little payoff.

The target audience (young, multilingual, monied and technically proficient) is probably very small and politically sophisticated and cynical enough NOT to fall for the ad or be influenced by it.

I would love to know who came up with the idea and how they sold it to the candidate, assuming he was handling minor details like small street signs of limited distribution.

Compare this to the main campaign message: “Llegó Papá.”

Now, THAT was advertising genius. Direct, cheap, crass, paternalistic, simplistic and slightly insulting, disrespectful, but effective. Pure Hipólito!