Turnaround Detroit – Park :30
IE Supporting Mike Duggan for Mayor of Detroit
Humor is a means of delivering an attack that defies response.
When a humorous attack is focused, low-key and backed with factual citations, voters do not see it as “negative.”
In the campaign for Detroit Mayor, we had just won an impossible write-in campaign during the primary for Mike Duggan. Now we were in a tough fight in the General Election against the long-time Wayne County Sheriff, Benny Napoleon. It was the closing days of the campaign and we needed an ad that would paralyze our opponent’s campaign and destroy their balance, without going overboard and backfiring. Humor was our weapon.
We pored over all the tiny details of the opposition research and found a little noticed item, that told the story of when someone parked in the official parking spot of our opponent, Sherriff Benny Napoleon. Suddenly 20 police officers were assigned to guard our opponent’s spot, day and night. That was all we needed to create this memorable and devastating ad.
On Election Day, Mike Duggan won, defeating Benny Napoleon by an amazing 10 points and defying all odds.
In his concession speech on Election Night, Napoleon commented on this ad in saying, “I still want to know where those 20 police officers were that were guarding my car.”