You want them to look like the average person. You don't want them in Armani suits, because people will automatically think their taxes are going up. According to Ralph Chandler of Chandler Media in Atlanta, the most successful political spots are those that touch a nerve. They touch upon people's deep, deep fears, or desires, or worries. The more you get inside people with a spot, the better your message will be perceived.
Television is a very emotional medium.
It's not so much you see it with your head, but with your heart and gut. If you have a good cinematographer who can shoot in film, you can do a political ad. There's nothing special about this. These consultants handle either Democrats or Republicans exclusively. One side doesn't trust the other.