Case Studies» "Pickpocket"

MoveOn asked ART NOT WAR to make an ad revealing that Mitt Romney’s budget plan threatened to take money from the middle class to pay for tax breaks for millionaires and billionaires. So ART NOT WAR created Pickpocket, humorously portraying Mitt Romney as a villainous thief who stalked his victims like the great white shark from Jaws.

Pickpocket garnered over 175,000 YouTube views within just a few days of its release. British magazine The Drum labeled it the “most savage ad” of 2012 and a writer for Family Guy tweeted that “Pickpocket” was “the best Mitt Romney ad ever.” It was one of the Wall St. Journal’s Top 10 ads of the week and was covered The Huffington Post, ABC News, and The Nation. And after airing in several swing states and being re-blogged hundreds of times, Pickpocket solidified Romney’s mitt as a famous villain in its own right, even earning the Top 100 Twitter trending hashtags, #creepyhand and #Pickpocket. Topping it off, “Pickpocket” won a 2013 Pollie Ad Award for “Best Use of Humor”.