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With respect, Carlos López-Cantera’s announcement video didn’t impress me

in Statewide/Top Headlines by

After months of speculation, and to the surprise of almost nobody, Lt. Gov. Carlos López-Cantera yesterday announced his run for the U.S. Senate seat currently held by Marco Rubio. Unfortunately part of this rollout was a very underwhelming announcement video (the English version).

With TV and media pros, including Rick Wilson, on CLC’s team, many of Florida’s political observers were surprised to see such a lackluster video.

Critics point out the audio quality of this footage alone should have been a red flag.

Add to that the ill-fitted dress shirt, the odd use of too much head room in the video frame, and the unusual choice of showing footage of him pushing his daughters on a swing set rather than looking potential voters in the eye while saying “I’m running for U.S. Senate.”

But perhaps the most widely criticized aspect is the use of bland, amateurish stock B-roll.

Launching a statewide campaign, raising big money, and having a group of highly respected political operatives had many expecting a high-profile day that was flawless.

This video misses that mark by a mile.

Peter Schorsch is the President of Extensive Enterprises and is the publisher of some of Florida’s most influential new media websites, including SaintPetersBlog.com, FloridaPolitics.com, ContextFlorida.com, and Sunburn, the morning read of what’s hot in Florida politics. SaintPetersBlog has for three years running been ranked by the Washington Post as the best state-based blog in Florida. In addition to his publishing efforts, Peter is a political consultant to several of the state’s largest governmental affairs and public relations firms. Peter lives in St. Petersburg with his wife, Michelle, and their daughter, Ella.

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