Obama’s PR Tricks

“The Road We Have Traveled” is the Obama campaign’s first film, released Mar. 15; it plays like a documentary a la Michael Moore and his effective formula. The objective is to move voters by reminding them of everything that Obama already achieved in his first four years in office. The film also recalls the spirit of Republican Ronald Reagan’s 1984 reelection campaign “Morning in America,” which boosted American morale with the famous slogan, “It’s morning again in America,” and thus guaranteed his reelection.

Director and Obama chum Davis Guggenheim (“An Inconvenient Truth”) directed this 17 min. political blockbuster, which is far from resembling anything posted on Twitter. If he replays the biggest political moments from Obama’s first term in office (2008-2012), such as health care reform, job creation, the death of Osama bin Laden and the resuscitation of the automobile industry, his interest remains chiefly in the film techniques used that helped create the buzz surrounding its release. Let’s look at this political blockbuster….

What’s in the Film

The Political Documentary. The film’s “dramatic” style constantly blends the narrative, commentary and expert opinions of those who stand as “political actors” and actual movers-and-shakers. In a few words, there’s a lot going on. One is instantly thrown into a whirlwind where only the narrator’s calm voice guides us and tells us what to think of it. This is a technique used in documentary films, of which Davis Guggenheim (“An Inconvenient Truth”) and Michael Moore (“Bowling for Columbine”) are the uncontestable masters. Everyone can gain insight; there is plenty of help, after all.

Tom Hanks’ Voice. It’s the guiding line, the one constant in the narration so that the sanguine reassurance that it speaks of makes sense and is truthful. As such, the beginning of the film is very symbolic: The American flag flaps in Chicago on the historical night of 4 Nov. 2008, and one feels a shiver down one’s spine watching the light-shrouded silhouettes of the Obama family ascending the podium towards the crowd – and glory. Immediately, the voice pulls one in and makes one aware of past emotions. Is it this event that we recall or the incredible crisis that America was in at that point in time? The experts and consultants steer the film from the harsh and terrifying economic realities. Then they present the solutions….

A Modern Take on the 2008 Crisis. Queues of unemployed workers and the use of black and white film recall 1929. However, the grand scheme and first-hand accounts from colleagues of the 44th president of the U.S. explain that since the Great Depression and FDR’s “rescue,” nothing so extreme has hit the U.S. The film shows a modern and “human” handling of the “Great Recession.” With shots of Obama and his weathered face, it’s clear that the White House “enterprise” battles the crisis.

Omnipresent and Calculated Emotions. Barack Obama speaks of his mother’s cancer; Michelle Obama, close to tears, recalls the lack of assurance from his stepmother to soothe him. There are images of the president embracing ordinary Americans in his arms and soldiers back from the front or with a child on his shoulders. A great many tactical scenes show the president as being close to the American public and put to rest the frostiness and distance that he is charged with.

Weighty Witnesses to the Rescue. Bill Clinton and Elizabeth Warren, among others, lend credibility to the film by bringing their star power and images as great servants of the State. Bill Clinton emphasizes the resuscitation of the economy and, as a former president, proclaims his admiration for Obama and his decision to kill bin Laden by acting as he saw fit. Elizabeth Warren, the great advocate of American consumers, enthusiastically speaks about the resurgence of the Midwest-based auto industry and the catastrophe that would have occurred if someone had not bailed them out. Her clearly moved voice is proof of her sincerity, and one shares her conviction.

The President, Both a Team Player and a Solo Decision Maker. Many scenes show colleagues in work sessions with the president and prove that he’s a listener. He’s obviously a team player, but also a man who rides solo. The show put on by Vice President Joe Biden regarding the decision to kill bin Laden reveals Obama’s work ethic. “The president turned to every principal in the room, every secretary, [and asked] ‘What do you recommend I do?’” Biden holds in high esteem the independently-made decision of Obama, who’s seen standing back in his office explaining how he made the decision. Each image thus has a precise role in showing the complexity of the situation as well as the isolated role of the president. Everything boils down to the president and his task; everything proves that he’s getting the job done. Thus….

The first and last images recall 2008’s victory and that night in Chicago as Tom Hanks’ voice concludes with the extent of progress that has been made, as well as the omnipresent American flag.