Marty, Marty, Marty—you and I could make better TV than this.
Apparently Ms. Shyba is manufacturing the same inauthentic public service announcements with other AGs, like Wisconsin’s Brad Schimel:
AG Schimel appears to have practiced with the cue cards a few extra minutes. But there is no “Jessica’s Coffee Chat,” there was no break before which any discussion took place, there is no “Responsibility Room,” there is no guy named Ralph or anyone else Tweeting scripted questions.
And calling Marty Jackley “General” sounds like an invitation to another veterans’ protest. There’s a little uncertainty about the protocol, but looking at an attorney general and calling him “General” sounds unusual, if not wacky.
Apparently nineteen AGs rotated through four different alcohol awareness messages. You can check who repeated whom on the Foundation for Advancing Alcohol Responsibility YouTube channel. I’ll leave my critique at this: There appears to have been no thinking in production about the watering down of the message that happens when some brilliant marketer thinks everything sounds better fluffed up with fake chat about a non-existent interactive social media program with animated coffee cups clinking in metaphorical sobriety. With a little more practice and coaching, AG Jackley could have cracked out this same message with less frou-frou and more gravitas in thirty seconds, perfect for a nice tight TV spot talking directly to South Dakotans, not a fake TV host who probably can’t pronounce Pierre.
The website mentioned in these fakey PSA’s, Responsibility.org, does exist. It lists stats about DUIs and youth alcohol consumption that show South Dakota has reduced alcohol-impaired driving fatalities much more than the national average. While our alcohol-impaired driving fatalities per 100K population were 50% higher than the national rate, such fatalities among young people under 21 make up only 8.3% of all youth fatalities in South Dakota, compared to 25% among youth fatalities nationally.