Insane concept. Insane execution. But somehow, we’re convinced at the end of the day it worked. Former HP CEO Carly Fiorina, running for the California Senate, has an unintentionally awesome hit on her hands in the form of “Demon Sheep,” which is a much more interesting tagline than “Fiscal Conservative In Name Only” (or FCINO), the one they came up with. Here’s why we think, somehow, it works:
A new approach The dadaist attempt at smear campaigning, probably inspired by Adult Swim, has never been tried before. It’s been hinted at (see Kinky Friedman’s ads for Texas governor), but it hasn’t been taken quite to this degree. And we think they knew how absurd this ad was when they put it out. Don’t think they didn’t. That’s why it’s viral.
A clear message The techniques used in this ad are extremely blunt. The repeated imagery of the sheep, the printed money, the pigs, the sheep, the pigs, the Ken Burns effect, the signs, it rams the images into your head. Even the haters can admit that Fiorina got her point across in this insane ad in a way where you must watch.
A memorable mascot Ultimately, though, the reason why this ad works is because of Demon Sheep. Why? See Leahy’s Law (related to Murphy’s Law): “If a thing is done wrong often enough, it becomes right.” There’s no reason why Demon Sheep should work. But it’s brow-beaten to the point where you can’t turn away. She can make this work. source