How to Make an '08 Campaign Ad

In March Philip de Vellis (a.k.a. ParkRidge47) ushered in an era of voter-generated campaign ads with his Hillary "1984" spot. Want to generate buzz? Andrew Romano asked him for tips:

1. Writing: Keep it under 60 seconds. Make sure your concept is fresh--and resonant. It's often smart to borrow a template from pop culture (I used an old Apple ad). Funny helps.

2. Material: Record TV footage, then transfer it into your computer through digital capture devices ($50 to $200). Try Quicktime Player Pro ($30) to convert Web clips into the proper format.

3. Copyright: Use short clips; refrain from selling them to avoid snafus.

4. Editing: No more VCRs. Rely on iMovie (Mac) or Windows Movie Maker (PC). You can cut and rearrange footage, then add text, sound or additional video layers.

5. Attribution: Cite quotes in small, readable text at the bottom of the screen. If you want to remain anonymous (like I did initially), leave clues in the work to let viewers know whose side you're on.

6. Distribution: Put your video to YouTube (only one version--buzz is based on views), then send it to political sites. Be patient. It can take months to go viral.

By Andrew Romano