With over 12 Million views in about a day, there is no doubt that President Barack Obama’s appearance on Zach Galifianakis’ BETWEEN TWO FERNS was a bold move by a savvy Administration. The Administration has always been forward-thinking and intelligent in the way they have reached out to a connected generation. Until Ellen’s Tweet during the Oscars, Obama had the most re-tweeted entries – maybe this video will have some record-breaking implications. One thing it does challenge is the norms for public-facing relations with a President.
BETWEEN TWO FERNS on Funny or Die is well established as an off-beat comedic interview format that heavily relies on Galifianakis’ brand of comedy. It is certainly a great platform for the Administration to reach a constituency that they might not otherwise easily be reached in the communication of healthcare benefits. For that reason, it was a win. But, it was bizarre to see a President put himself in a position to be disrespected in any way.
Don’t get me wrong, I appreciated the humor. I laughed a couple of times knowing that the President was treated with the same disrespect as every other guest on the show. President Obama also showed some strong comedic chops as well – only breaking a smile once. It was for comedy’s sake and it was successful in that respect. It just comes down to interpretation by the target audience as well as others’ response to that treatment of the office.
The end goal is driving healthcare for a younger, healthier demographic that is integral to the program’s success. The Administration deserves credit for being resourceful and smart in their placement. It remains to be seen whether the healthcare registrations will come at a high enough rate to quell any concerns or bad buzz about the treatment of the office. Overall, I think it was a solid get, but it certainly opens the Administration and the aura of the President in the future to distraction. The worst would be is if it is the opening of the floodgates of disrespect for the office.