As Hillary says herself, this is not a typical ad. It runs a full minute and consists entirely of Hillary speaking directly to the camera, describing the concerns that she says voters have communicated to her. Perhaps the more personal and empathetic feel of the ad is meant to address the concern that some have had that Hillary needs to show a more sensitive side.
Also of note is what comes towards the end of the ad. Hillary directs viewers to www.NCAskMe.com, which in turn redirects you to a page on the campaign website where anyone can submit questions. As she did in her web video announcing her exploratory committee, Hillary talks about engaging in a conversation with voters. She says that she will be using her TV ads to answer questions submitted by voters. This strategy is an interesting hybrid of old and new media. The campaign looks to be channeling the participatory spirit of new media through the powerful pipelines of old media.
Be sure to pay attention to the sort of questions the Hillary campaign chooses to answer. In this case, the kind of participation that is allowed can be the most salient indicator of the willingness of the campaign to adopt new media strategies.
For more on the use of web video check out the New Politics Institute memo.
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