Droga5 paints Hillary Clinton as committed champion of children

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Out of the shadows, the agency is trumpeting its role in the political arena

On the eve of the first votes in the 2016 presidential election, Droga5 has created an ad for Hillary Clinton, driving home her steadfast commitment to children and families over the last 37 years.

The 60-second retrospective spot, called "Children," comprises 11 clips of Clinton throughout the years — a compilation stump speech that showcases how she’s stayed on message on the issue for decades. It’s an attempt to combat recent attacks from Bernie Sanders, Clinton’s chief rival for the Democratic nomination, who has insinuated that she changes her positions for political expedience. The latest polls show Clinton with a narrow lead in Iowa over Sanders, so the ad is timed to counter some of his strongest blows in a state that Clinton lost in 2008, an outcome that began the downward spiral of her campaign and subsequent loss to Barack Obama.

Droga5 worked with other Clinton ad consultants to create the ad — Jim Margolis of the DC-based political ad and advocacy group GMMB, political advisor and Clinton confidante Mandy Grunwald of Grunwald Communications, and Dixon/Davis Media, which worked on Obama’s reelection campaign.

The agency tweeted the spot Monday morning, acknowledging their role in its creation.

Droga5 declined to comment for this story, but the agency has been working with the Clinton campaign since October of last year. According to FEC filings released Sunday, the campaign paid Droga5 $111,814.17 in the fourth quarter of 2015. There are few specifics about which Clinton ads the agency worked on, but according to the New York Times, they include a series of four spots released on television during the third Republican presidential debate. In each ad, Clinton details the struggles and concerns of a working woman — "Sara," "Alexis," "Cheryl" and "Mindy."

It’s unclear exactly how much of a hand Droga5 had in the latest Clinton ad compared to the other listed organizations. Campaign filings for January won’t be available for another three months, but the $100,000 the agency received from the campaign last year pales in comparison to the amounts received by the other organizations, which have longer relationships with the campaign. GMMB, for example, billed the Clinton campaign more than $8.6 million for media production and placement in Q4 2015.

But Droga5 is no stranger to the Clintons or Democratic politics. In 2012, the agency created the video "The Great Schlep" for the Obama campaign featuring comedian Sarah Silverman, and it has worked with the Clinton Foundation on the gender equality project Not There.

Follow I-Hsien on Twitter @ihsiensherwood.


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