‘Seemed Perfect’ ads harness women’s emotions

Today, Independent Women’s Voice (IWV) releases two new ads in their “Boyfriend” series – “Feeling Guilty” and “Mr. Dependable” – as part of an unprecedented, multi-state, multi-million dollar online-targeted advertising buy to educate women about public officials and policies.

IWV is one of several partners in the broad issue education campaign.  At $7.4 million, it is the largest single all-digital advocacy online video buy in history, led by Let Freedom Ring (LFR). The campaign, which began this spring, was validated as highly effective by various focus groups, polls and online tests during the summer and therefore was slated for this massive online distribution effort.

Geo-targeting to registered voting independents, the ad buy will run through Election Day in five battleground states: Florida, Ohio, Pennsylvania, Virginia and Wisconsin.

The ads tell a tale familiar to millions of American women.  Women, who four years ago were overwhelmingly supportive of Obama, have come to feel disconnected from and let down by the President. His promises for new policies and a better direction have not matched the reality. It has now gotten to the point where women don’t feel obliged to defend his policies.

In turn, women are chalking up their relationship with the President as an experience to learn from and a mistake they will not repeat. Women voters are ready to move on to someone who is more dependable.

Heather Higgins, President and CEO of the Independent Women’s Voice, said:

“There are a lot of women who voted, for legitimate and understandable reasons, for President Obama, and who were emotionally really committed to his promises of delivering hope and change, but who now are facing real disappointment, have learned better, and don’t want to make the same mistake twice.  We hear this over and over, and try to capture this sentiment in our progression of “Seemed Perfect” ads (Boyfriend, Feeling Guilty, Mr. Dependable), so that other women having the same thoughts know they are not alone in feeling that way.”

 ” Boyfriend”

“Feeling Guilty”

 “Mr. Dependable”


Independent Women’s Voice is a 501(c)(4) nonpartisan, nonprofit organization for mainstream women, men and families dedicated to promoting limited government, free markets, and personal responsibility.

Let Freedom Ring is a non-profit, nonpartisan public policy membership organization, with a three-pronged mission: to promote constitutional government, economic freedom and traditional values.

(Media Release)


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