Creativity for creativity’s sake does not work. Senator Cornyn debuted the following web video at a fundraiser this spring:

Last week, the DCCC released an online parody of this vide intended to hit at Sen. McCain:

This is a perfect example of why some web videos do not work. Both videos are empty. Neither are changing any minds nor drumming up any earned media coverage that justifies their production. While creative and somewhat entertaining, both videos cater to those already likely to vote for Senator Cornyn and Democratic candidates, respectively.

There is an ongoing discussion raging about the effectiveness of web videos in this election cycle.  I do not fall one one extreme - that web videos are the most effective tool for messaging - or the other: web videos are useless when it comes to persuading targeted voters.  

I conveyed my opinion on this in a previous column, which I expressed that web videos, when done well, serve an important role in a broader more comprehensive media mix…. and web videos for the sake of art and creativity will fall short, without an intended target or purpose.  Being cute and funny just to be cute and funny is not justifiable for cutting a web video - leave that to the amateurs and the kids at home.