"I am not an advocate for frequent changes in laws and constitutions. But laws and institutions must go hand in hand with the progress of the human mind. As that becomes more developed, more enlightened, as new discoveries are made, new truths discovered and manners and opinions change, with the change of circumstances, institutions must advance also to keep pace with the times. We might as well require a man to wear still the coat which fitted him when a boy as civilized society to remain ever under the regimen of their barbarous ancestors." - Thomas Jefferson (appears in the Jefferson Memorial)

Quick, simple shots

Afew days ago we pointed to a badly blown video against Washington Republican gubernatorial candidate Dino Rossi, mainly because of the theme music it employed (from “The Sopranos”). The theme music wasn’t it’s only problem, though; the ad was simply so busy that little of its mass of message stuck.

Contrast that with the series of quick, simple 15-second spots developed by the group Evergreen Progress (whose main backers, it says, are Service Employees International Union Washington State Council, Democratic Governors Association, Washington Federation of State Employees, Sheet Metal Workers Local 66 PAC, International Union of Operating Engineers Local 302). With 15 seconds to run, they aren’t detailed. But they don’t have to be. They each make a fast, hard point, then encourage people to go to their web site dontknowdino.com for the supportive background.

This is effective stuff. There are three of them now, and looks as if there could be a good many more. And you can imagine a candidate trying to swat away all those 15-second gnats. (Maybe something Rossi’s campaign would be well to consider.)

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