TITLE: COWBOY

CLIENT: Californians for Indian Self-Reliance

EXPLANATION: Californians voted to allow Native American reservations to continue offering casino gambling. Opponents of the move, led by the Coalition Against Unregulated Gambling - largely financed by neighboring Nevada gaming interests - painted their opponents as a few fat-cat Indians looking to get even richer. To combat this misperception, a flurry of pro-gaming spots crowded the California airways, including this devastating portrayal of Indian frustration.


    


    
RESULTS: Effective. A powerful and emotional ad that both pulled at the heartstrings and guilted California voters into pulling the lever their way. Masterful.



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