The Argentine presidential elections are coming up tomorrow (Sunday, 28 October). It’s highly likely that Cristina Fernández de Kirchner, the wife of current president Néstor Kirchner, will win the presidential race. The latest Angus Reid poll puts her at 47%—w/ her nearest rival (Elisa Carrió) pulling in barely 16%.
But since I’m going to be speaking to a class on media in Latin American politics (it’s actually a class on media in American politics; I’ve been invited to speak on media in the “other” American politics), I’ve been sifting through YouTube looking for campaign spots to use during my talk. I’ve settled on a 2006 Lula spot (“Eu quero Lula do novo!”), a segment from Maradona’s 2007 visit to Álo, Presidente!, and a 2007 Cristina spot (“Dolores Argentina”).
The Lula spot is up-beat, energetic. It’s a typical “rally the crowds” kind of TV spot. The Álo, Presidente spot is meant to demonstrate Chávez’s “television populism” (the show, hosted by the president himself, is structured like a normal television talk show).
The Cristina spots are something else entirely. In addition to the “Dolores Argentina” one (which is perhaps the best of the lot I’ve seen so far), there are a number of other bright spots: “¿Que es el FMI?”(which has English subtitles) and “Concertación.” The IMF spot suggests that it’d be nice if someday kids didn’t have to learn what IMF was. The other smoothly splices pieces of speeches from Argentine leaders across the 20th century (including Peronist and non-Peronist leaders) to make a “speech” that endorses a Cristina platform of the need for a unity front.
But the “Dolores Argentina” spot is absolutely brilliant. This is not an endorsement of Cristina, by any means. But her campaign staff are incredibly slick. I can completely see why she’s generating so much appeal. It’s a smart, smart campaign spot. The add starts w/ the premise of a girl (Kirchner is a female candidate), born during the economic crisis of December 2001. The girl grows up in an uncertain Argentina, slowly, w/ the support of all these workers, peasants, etc. The images are incredible diverse, heroic, and show a united front. As the spot moves forward, there’s a moment of tension: What will Dolores’s first words be? Of course, the word is “Mamá.” And in that moment, the spot flawlesly transitions. Cristina (who doesn’t appear in the spot for another 60 seconds) is no longer the little girl, she’s the little girl’s mother (and, by extension, the mother of Argentina). We then see that the little girl (Dolores Argentina, though “she’s now called Argentina more, and Dolores less”) is preparing to start school this year, and we imagine that she’s learning about the future of her country.
The spot is brilliant. It reminds the audience of the events of December 2001. Then it unites them in that tragedy w/ a small glimmer of hope. And then, suddenly, it turns into a triumphant celebration of the future of Argentina. Just brilliant. Whichever US candidate hires Kirchner’s people first will have a huge edge going into the primaries.
