WEST DES MOINES, Iowa -- Cooper Riley believes presidential candidates need to hope to be more like Coca-Cola, rather than Go Daddy, as they try to stand out from the nearly two dozen others running for president.
Riley is the president of Ten 25 Designs in West Des Moines. It's his job to help clients find a way to get noticed in the digital age. That's not easy. "If you push too far, you turn people off," Riley said.
In the case of Coke, the soda maker put labels that included names or descriptions on the side of its cans. One couple did their own take of the ad by using it to announce they were having a baby. That's viral video success in Riley's mind.
But Go Daddy had to pull its Super Bowl ad before the big game after people who got a sneak peek of it found it offensive. The company featured a lonely pup in the ad that found a home online. But critics say it looked too much like a puppy mill.
Three 2016 Republican presidential candidates have released ads to try to stand out in their crowded field. They all hope the videos find a following and supporters will share them through social media.
Ted Cruz tries to do it with a machine gun bacon cooker:
Rand Paul hopes to do it with a shredder or maybe you will choose another option:
Lindsey Graham wants to do it with a revenge video that bashes flip phones:
Riley said Graham "looked awkward" in his ad. Paul had a "casual style" and he really was impressed that Paul's ad let viewers choose one of three ways the video would show him destroying the tax code. Riley felt Cruz's ad at first looked too much "like a Burger King commercial."
Riley doesn't do political ads but did offer these productions from his company to show how he thinks clients try to make a name for themselves in these times of viral videos.