As the election draws closer, I’m sure I’ll be blogging more and more about the candidates’ web videos. The good, the bad… the pointless. Today, we take a look at the latest Obama video.

I have to say, it’s a letdown. President Obama’s videos during the 2008 election were pretty darn good. Okay, they were great. He clearly has some talented storytellers working for him. I think that’s why this one surprised me.

It’s titled, America the Beautiful. The White House rolled it out for Independence Day, but it’s just a hodgepodge of clips set to music. It’s like they couldn’t decide if it should be a campaign video or just something patriotic for the holiday.

It’s a good lesson though. You should have a clear vision for your story. Once you do… commit to it. You might have some great raw video, but if it doesn’t support your story it doesn’t belong in the final product.

Commit to the story and stay away from the hodgepodge.

–Tony Gnau

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