Bernard Gauthier

Hearty kudos to Paris Hilton for a very funny video that brings a healthy dose of pop culture to a U.S. election that seriously needed it. In the last few weeks, we’ve watched as Obama’s rhetorical reach continued to exceed his policy grasp (Tearing down walls is nice, Mr. Senator, but the bank is taking my home away from me.). We’ve shaken our heads at his ill-fated decision to preempt a racial attack, throwing cold water on what had been a largely positive campaign. Meanwhile, we suffered through McCain fumbling his words at a bizarre line up of summer political events and shook our heads at his decision to go negative months before the real election campaign begins. Like a Shakespearean play, the mood of the campaign was beginning to match the lousy excuse for summer weather we’ve been living through in the north east: bleak, damp and chilly. Then along came Paris.

Sunning herself and batting her eyes, Paris Hilton delivered a very funny rebuttal to the McCain attack ad’s comparison of her and Obama. Suddenly, the mood brightened and both candidates were exposed for the kind of narrow-minded and negative campaigners they are fast becoming. Two very inflated campaign balloons popped.

It’s a great performance and reminds both Obama and McCain not to take themselves too seriously all the time. Guys, try a little humour and a little straight-forward delivery of clear ideas for a change. Hilton explains her energy policy in about 30 seconds and, from what I can gather, a lot of informed people out there think it’s a good one (“I never thought I’d say this, but Paris Hilton’s plan is sound,” admitted Peter Beutel, an energy analyst at Connecticut’s Cameron Hanover in a Boston Herald column).

I suspect the McCain camp learned a valuable lesson from all of this. Don’t pick on a new media-savvy celebrity in your attack ads. Hilton hit back, had great fun with McCain’s age, and made brilliant use of new media to make sure millions of people around the world watched and laughed along with her. Whether you like the video or not, you have to admire the ability to instantly get maximum exposure at minimum cost.

As for the Obama brain trust, here’s hoping the lesson they get out of this is the power of a little levity and brevity. Hilton’s delivery is so straightforward and direct, it “like totally” draws attention to how over the top Obama’s rhetoric can be. When it comes to grand rhetorical flourish (which, admittedly, Obama does better than most), less is more.

The good news for both candidates: it’s August, no one is paying much attention and much of this will be forgotten once the gloves come off and the real campaign begins. Then again, maybe Paris Hilton will strike again or some other comedian or celebrity will find a way to inject a little more pop into what could otherwise be a tedious and very negative affair. If it helps people tune into the election and think about issues like energy policy, then I’m all for it.