October 1st, 2012
02:24 PM ET
By Dan Merica, CNN
Washington (CNN) – When it comes to reaching voters, the co-founders of a Jewish super PAC aimed at re-electing President Barack Obama have this tip for you: Use humor, even if it isn’t kosher.
Two campaign videos produced by the Jewish Council for Education and Research – one featuring actor Samuel L. Jackson, the other comedian Sarah Silverman – have received a flood of attention over the past few weeks. A foul-mouthed Silverman pushes people to do whatever it takes to make it to the polls in spite of voter ID laws, while an uncensored Jackson orders disenchanted Obama supporters to “wake the f*** up” and get to work.
While Silverman warns viewers about being kept out of the polls, introducing herself as “your Jewish friend Sarah," Jackson, who voiced the recent bedtime story for parents “Go the F**k to Sleep,” rhymes his warning to voters, in a video that's been seen over a million times on YouTube.
The unique approach is rooted in a “tradition of Jewish humor,” said Mik Moore, co-founder of the super PAC, which has raised over $200,000 so far this election cycle and has dedicated itself to advancing issues that Jewish voters are concerned about. He added that these ads were “trying to tap into” that tradition.
Moore, a political and communications campaign strategist, launched the group in 2008 with Ari Wallach, a consultant and social entrepreneur. It was in response to what they saw as a distortion of then-candidate Obama’s character and record, particularly on issues that were important to Jewish voters.
The group’s signature has been its comedic productions. In 2008, Silverman got on board, becoming the face and attitude behind “The Great Schlep,” a viral video aimed at getting Jewish grandchildren to travel to Florida, visit their grandparents and persuade them to vote for Obama.
In the video, Silverman jokes about the large concentration of older Jews in Florida, playing up the stereotypes associated with Jewish grandparents living there, a love for tracksuits being just one of them.
“If you knew that visiting your grandparents could change the world, would you do it?” asks Silverman, who writes her own videos. “Of course you would. You’d have to be a douchenozzle not to.”
Moore and Wallach know Silverman’s humor is, in many ways, self-deprecating to Jews. But according to the duo, that is a staple of Jewish humor.
“This is the humor that we were raised on; it resonates with us,” Wallach said. “Jewish humor is inherently never mean or vindictive or about making fun of anyone. It is about the kind of absurdity that is life.”
Jewish humor traces its roots to some of the religion’s founding documents.
In an essay on biblical humor, Hershey H. Friedman, a professor of marketing at the City University of New York, outlines this deep-rooted tradition.
“The Hebrew Bible employs many sorts of humor, but its purpose is not to entertain,” writes Friedman. “Much of the humor found in the Hebrew Bible has a purpose: To demonstrate that evil is wrong and even ludicrous, at times. The punishments meted out to wrongdoers are often designed to mock them and to hoist them by their own petards.”
In the Book of Proverbs, for example, fools, lazy people and senseless women are all openly made fun of.
“Like snow in the summer and like rain at harvest, so is honor unbefitting for a fool,” reads Proverbs 26:3. “It is better to live on a corner of a roof than in a house of companionship with a quarrelsome wife,” Proverbs 25:24 says.
Jewish humor has changed a great deal from the time of Moses, but the principles of being self-deprecating and absurd remain. Moore says the thing that separates Jewish comedy is the way such comedians play up their identities.
“Some Jewish performers hide their Jewishness to fit in,” Moore said. “Jewish comics do the opposite. It is the nature of their comedy. You accept whatever it is you are.”
And that’s what made Silverman a perfect partner in this super PAC venture.
Her language may not be kosher for all, but Wallach says the decision to stick with Silverman and work with Jackson was a calculated one. The group isn't not making these ads for children or seniors but rather for the millions who have made its videos viral.
Going forward, Moore says, the group plans to build websites around issues it views as important, possibly venture into print advertising and, of course, roll out more videos. Already, he says, it has about half a dozen more in mind.
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