The DNC website has released a 3-minute video titled “Fortunate Son”, and the first review is in:

To play on Sen. Kerry’s “W” riff, this is a waste of money on the wrong message at the wrong time.

This video is poorly written and poorly produced. The heavy-handed “Fortunate Son” theme that plays throughout has all the finesse of the Swift boat ads without the tenuous veneer of credibility that group was able to eke out of the angry vets….

To add insult to ineptitude, this piece was sent to me by a Republican media professional gloating at this latest example of DNC tone deafness. “Play it with the sound off and it looks like a Bush ad!” he chortled.

Now, I hardly think people will log on the DNC website to look at this piece in mute mode, but he has a point. Unless you carefully follow the too-clever-by-half narration, this could be three minutes devoted to the reelection of George Bush. A new voiceover and they could post this on the Republican National Committee site.

Surely someone over at DNC headquarters must know that television is mostly about visuals.

The inept use of music that doesn’t seem to relate to the visuals, the tortured script and the cheesy delivery of the lines completely undermine the message of this ill-conceived, badly executed video hatchet job. It might as well have a flashing billboard reading “Warning! Bad Political Attack Ad to Follow” to open the piece.

Nice!