Lately I’ve been noticing these stickers on vehicles all over the place. For a while I didn’t pay much attention to them, for I assumed they were advertisements for W Hotels. It wasn’t until seeing one up close that I realized they were actually a clever, and in my mind groundbreaking political ad for George W. Bush.
The design is what intrigues me most. Instead of the typical red, white and blue spot colors and rippling American flags, this ‘identity’ is squarely aimed at the high-end shoppers, Saks Fifth Avenue / Kenneth Cole urbanite. The stickers aren’t the traditional rectangular shape either, but a crisp, bold square block with a black background and reverse type. They’re completely devoid of obviousness, and much more abstract with emphasis on a large, simple, capital ‘W’ instead of the name “Bush.”
And then of course there is the subhead — “The President.” Not “For” President, but “The”, as if there isn’t a choice in the matter. “W” — for all intents and purposes — isn’t a person per se, but a mindset.
You couldn’t pay me to put one (or any sticker) on my car, but nonetheless, I’m impressed by the idea. I’ve never seen a political campaign veer so far from the norm — in color, shape, typography, and content — that has pulled it off as well as these do.