Under the Dome

McCrory, Cooper set campaign themes in online videos

Pat McCrory and Roy Cooper
Pat McCrory and Roy Cooper Raleigh

The governor and his rival in the November election on Monday released campaign videos produced from quick-turnaround public appearances by both candidates.

They’re examples of how campaigns are squeezing the most out of the internet to shape messaging in nimble new ways, giving candidates more control over their images.

In Gov. Pat McCrory’s case, the governor appeared at his high school in Jamestown to promote his teacher pay increase proposal last week. While there, he invoked the name of his English teacher, Ruth Revels, who died last month.

McCrory’s team is combining those two images in a web-only ad campaign dubbed “For Ruth.”

“I promised to Mrs. Revels that I was going to earn a gold star,” McCrory said at the school, which is now part of the ad video. “This is fulfilling this administration’s promise to put teachers first.”

The campaign wouldn’t disclose how much it was spending on the internet ad, which is targeted to audiences across the state. Presumably they’re spending more than Attorney General Roy Cooper’s campaign, who videoed a weekend appearance in Asheville but hasn’t spend any money to advertise it.

The spot appeared on the Cooper campaign’s website.

Cooper uses the appearance to further his opposition to the bathroom nondiscrimination law, which has brought ridicule from national media, criticism from major employers and praise from conservative religious groups. The spot opens with a bluegrass trio.

“I’m tired of being on the late-night comedy shows,” Cooper says. “I want our state to head in the right direction. I want my state back.”