The race for Lieutenant Governor in Oklahoma was an interesting race. It was especially interesting for me because the Republican candidate Todd Hiett hails from my original hometown of Kellyville, OK. Todd is a little bit older than me, but in a town that size (population of about 1,000) you can’t help but know everyone else. So I knew him as I grew up.

Todd had some very well produced commercials. Resonating voice overs, saturated and soft film clips, sharp graphics, and a carefully chosen catch phrase (Steps to the future).

So, why did he lose the race?

I could delve into his political platform or how the issues were framed. But honestly, I don’t think that is where the race was lost.

I believe the race was lost at the same moment Todd lost his humanity. Through these professional ads, he (or more likely his campaign advisors) traded his humanity in for celebrity status. Meanwhile his opponent came off as the aunt who always brings your favorite cookies to Thanksgiving dinner. Approachable.

Like I said, I know where Todd comes from. Kellyville is a small town. Very quaint. The people there are proud to have the House Majority Leader as a citizen. They’d be even prouder of a Lieutenant Governor. Yet, we never saw the pride on their faces. We never heard the story of a small town boy making a difference in his great state (ala Clinton from Hope, Arkansas).

Instead, we heard about tax cuts. We were told marriage is a union between a man and a woman. We were reminded how he helped balance the budget.

As this race drew to a close with Hiett lagging behind Askins, I couldn’t help but think about a Rick Warren quote referenced by Bert Decker (via John Moore of Brand Autopsy).

Celebrities vs. Heroes – Rick said we need fewer celebrities and more heroes. Celebrities sacrifice to gain success for themselves. Heroes sacrifice for others.

I would go further and say we need fallible heroes. We need more Peter Parkers (Spiderman) and fewer Clark Kents (Superman). As the Wizard of Ads Roy Williams puts it (hat tip: Bill Kinnon):

Baby Boomers were idealists who worshipped heroes, perfect icons of beauty and success. Today these icons are seen as phony, posed and laughable. Our cool as ice, suave lady’s man James Bond has become the comic poser Austin Powers or the tragically flawed and vulnerable Jason Bourne of The Bourne Identity. That’s the essence of the new worldview; the rejection of delusion, a quiet demand for gritty truth. We’re seeing it reflected in our movies, our television shows and our music.

Once again, it comes back to the people brand. I think this will continue to frame politicians, businesses, churches, and causes. What is your ‘people brand’? Celebrity or hero?