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From VHS to VLC: The Rise of Fred Davis' Ads on the Internet

September 22, 2010 By WHC Insider

Fred Davis’ rise started with a giant rat named King Roy and continues today with Mourning in America. Not exactly the plot to a generic blockbuster but more about how ad-man Fred Davis, a GOP media consultant, grew his brand in grand part due to the Internet.

This morning on MSNBC’s Daily Rundown, Davis sat down to discuss his latest ad, the aforementioned Mourning and it having a direct influence from Ronald Reagan’s own Morning in America.

“I think it’s advertising,” said Davis when asked by Rundown hosts Chuck Todd and Savannah Guthrie where his videos stood as viral videos. The most important thing in our shop is someone remember the ad. Maybe the world of political advertising has become more wilder.”

The entrance of Davis to the Internet came from the 2002 gubernatorial campaign of Georgia Governor Roy Barnes. Regardless of his loss to Sonny Perdue, Davis took Barnes’ informal “King Roy” title and crafted a ten minute ad culminating in a giant rat with gold necklace menacing the cities. From there came the infamous Demon Sheep ad and proof that viral marketing works in today’s climate by the Rundown’s own coverage.

“Broadcast and Cable TV are the most important in the medium,” Davis said.  “What we try to do is find something that cuts through the clutter on TV. I have to thank both of you, I think you gave the real life to Demon Sheep.”

Whether or not memes can hurt a campaign, Davis’ work proves that they can make an otherwise mundane race be entertaining.

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Filed Under: DC, Media Strategy, News Media Tagged With: Advertising, Fred Davis, Media, MSNBC, New Media, SocNets, Viral Video, YouTube

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Exploring “behind the scenes” of the most powerful city in the world — Washington, D.C. — and those who cover it.

We track the White House Correspondents’ weekend and all the activities around it, from journalists and media companies to the White House and politicos.

Tammy Haddad is Co-Founder and Editor-In-Chief of WHC Insider and CEO of Haddad Media.

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