Boston Mayoral Candidate, Suffolk County District Attorney Dan Conley, dropped this campaign ad August 23rd.

This is exactly why I majored (essentially) in movies. This is one of the most loaded campaign ads. Not going to lie, whoever made this ad was a true auteur. Every frame is multilayered. The messages are subtle, yet bury themselves deep in the viewer’s subconscious. *Reader rolls eyes*

First and foremost, this ad targets exactly who Conley wants it to target: parents. The first 12 seconds never mention Conley’s name. Instead, the ad focuses on what his father and mother did for him and his siblings. The message here is that his parents made him the person he is today.

This video is tribute to the hard work of parents. It also reinforces the notion that parents, ultimately, know what is best for their children.

The first three talking points of the ad — kindergarten education, domestic partner benefits, illegal guns — are all topics concerning parents. Conley wants parents to know that, as mayor, he’ll approach issues like any parent would. Every parent wants their kid to feel safe, have a stable home, and a positive learning environment. Conley’s ad also addresses his charter school advocacy. Again, this is a clear message: “I’ll make sure I give your kids the best chance at success.”

Each still frame references the the important role parents can play in their kids lives:

1) Conley’s parents;
2) Conley speaking with parents with a young child;
3) Conley taking time to speak with seniors and;
4) Conley coaching youth hockey

Lastly, I can’t pass up an opportunity to address the choice to go with the vintage black and white look.

What does this tell the viewer? Nothing says “Icon” better than a protagonist in black and white.

Conley is an archetype voters can look up to. Conley is, truly, his parent’s son. This is what his campaign stands for: Parents are the front lines of leadership. If parents are given the tools to succeed, their children will follow in their footsteps.

BOOM.

This is how I felt writing this

This is how I feel taking this so seriously.