Better than a 30-second spot?

So, by now you have probably all seen the latest YouTube entry from Hillary Clinton spoofing the final scene of the final episode of The Sopranos. The point of it was to announce the winner of an internet vote sponsored by the Clinton campaign to choose the theme song for her presidential run. This might be a turning point in her campaign in terms of the use of technology to soften her image and present her in a more playful light.

Bill Richardson created an online ad campaign that was humorous and helped him to maximize an ad budget that is probably a fraction of the Clinton campaign.

The presidential candidates are beginning to tap the power of the internet to reach a broader audience. Could it be that they are realizing that maybe the medium is not the message, but perhaps the message is the message.