Switch

Christopher Hayes

During the Democratic National Convention there were many moments where the show's schedulers had to add a little filler, usually to for the sake of television commerical breaks. Often the filler consisted of renditions of Sly and the Family Stone's greatest hits ("We Are Family!") but even more exhilirating were spots that showed a picture of someone who voted for Bush in 2000 along with their name and a quote like "I care about civil liberties and the environment." After a long drumroll a red line would appear through "Voted for Bush in 2000" and the words "Voting for Kerry in 2004!" would appear in big white letters. It soon became a crowd favorite. Even though everyone knew the gimmick, there was something undeniably thilling about seeing the conversion happen right there before your eyes. Now MoveOn has produced a series of excellent ads that take this concept to the next level. In the ads, exquisitely shot by documentarian Errol Morris (who also did the beautiful switch ads for Apple), Republicans explain why they've decided to vote for Kerry in 2004. Now, obviously I'm not a very good gauge of the effectiveness of these ads, but they strike me as incredibly persuasive, not the least because many of the sentiments articulated by the subjects make me squirm. (eg., a former diplomat chides Bush for seeing things as "right and wrong" which is not the way "statesmen" see things. It sounds frighteningly Kissingerian to me.) I'd be curious if there are any TGU readers who themselves have switched from supporting Bush to Kerry (or are considering such a switch). I'd love to hear what you think, both of the ads, and the election in general. Send thoughts to: chrislhayes at comcast.net

Please consider supporting our work.

I hope you found this article important. Before you leave, I want to ask you to consider supporting our work with a donation. In These Times needs readers like you to help sustain our mission. We don’t depend on—or want—corporate advertising or deep-pocketed billionaires to fund our journalism. We’re supported by you, the reader, so we can focus on covering the issues that matter most to the progressive movement without fear or compromise.

Our work isn’t hidden behind a paywall because of people like you who support our journalism. We want to keep it that way. If you value the work we do and the movements we cover, please consider donating to In These Times.

Christopher Hayes is the host of MSNBC’s All In with Chris Hayes. He is an editor at large at the Nation and a former senior editor of In These Times.
Illustrated cover of Gaza issue. Illustration shows an illustrated representation of Gaza, sohwing crowded buildings surrounded by a wall on three sides. Above the buildings is the sun, with light shining down. Above the sun is a white bird. Text below the city says: All Eyes on Gaza
Get 10 issues for $19.95

Subscribe to the print magazine.