Honesty in Political Advertising

Honesty in Political Advertising

As part of the celebration of 35 years of MessageMakers, we're telling the stories of 35 great projects throughout our history. This is one of them.

Shoveling in the grassIn the 1990s, as State Senator Joanne G. Emmons was running for re-election to her seat in the 23rd district, her campaign reached out to MessageMakers for assistance with a fun television spot for the campaign—something more straightforward than most.

“She went up to—I think the Mount Pleasant area,” explains MessageMakers president Terry Terry. “The TV spot started with an extreme close-up on a shovel shoveling … horse stuff. A slow pull out and you saw her, talking about all the bullshit that was going on in Lansing and how she was there to clean it up.”

Sen. Emmons won her re-election campaign, even ending up Senate Majority Floor Leader in 2001. She also made a lot of people laugh.