Just a few minutes ago, I posted the first television commercial from Minnesota for Marriage. Here is the second video (also unlisted on YouTube as of 1:20am CST). This second commercial is less about the celebration of marriage, instead focusing on why we need this amendment. The commercial features Kalley Yanta who speaks to the camera:
Who should decide the definition of marriage? We think it should be the people. Not judges or politicians. Right now, there’s a court case in Hennepin county to redefine marriage. Some powerful legislators want to do the same thing. If they succeed, voters will have lost their say. Everyone has a right to love who they choose, but nobody has a right to redefine marriage. Please vote yes on the marriage protection amendment so that voters always have the final say.
This ad begins to introduce some scare tactic. Specifically, the reference of a Hennepin County court case and the often sited judges and politicians that want to redefine marriage.
Once again, though, the tone of the commercial is soft. They aren’t “radical judges” as they are oftentimes referred, just judges. Also, something that I’ve not seen before, Yanta says, “Everyone has a right to love who they choose…” Clearly, Minnesota for Marriage strategists must realize that Minnesotans are supportive of two loving people expressing a commitment, and so they’ve acknowledged the fact. However, Yanta then goes on to say that “nobody has a right to redefine marriage.”
It appears that the going in strategy is a soft message with not even a hint at doom and gloom. Rather, the focus of both of these commercials is about putting the decision in the hands of voters.
When I get more time, I’ll dig into these commercials a little bit deeper. While the strategy will most likely evolve as we get closer to the election, we at least have an idea of how it’s starting out!