In Scotland's ad debate over independence, the ayes have it when it comes to momentum. "Yes" campaigners -- voting yes to an independent Scotland after 300 years together -- are gaining ground as their more positive message captures the imagination of patriotic Scots, encouraging them to believe that they have the resources to create a better future if they go it alone.
Scotland will vote Sept. 18 on whether to remain part of the United Kingdom, or become an independent nation. Opinion polls indicate that, whichever way it goes, the result will be incredibly close, so campaigning from both sides is growing ever more energetic as polling day looms.
The "No" campaign -- voting no to splitting from the U.K. -- once had a huge lead in the polls but now is running neck-and-neck with its opponent and losing momentum. The "Better Together" campaign message has slipped into a more negative tone, warning of impending doom for Scots who reject the support of the U.K.
Simon Labbett, founder and creative director of agency Hometown London, is an impartial observer. He said, "Obama proved that the word 'Yes' works wonders, conjures up all the right emotions and feels prosperous. I struggle with the 'No Thanks' slogan. Instinctively its sentiment feels negative, obstructive and backward facing, especially when emblazoned across our news screens in a sea of red with giant crosses."
It's been left to independent supporters to create more upbeat messages for the "No" camp. Two Scots in the ad business, M.T. Rainey, a founder and the 'R' in London agency RKCR/Y&R, teamed up with Andrew McGuinness, founder of Beattie McGuinness Bungay, to make the "Best Friend" film, emphasizing the bond between Scotland and the rest of the U.K.
The official "No" team came up with one of the year's most reviled ads, in which a woman sits drinking coffee while thinking aloud about how she will vote, and why. The film instantly spawned a hashtag, #PatronizingBTLady (BT as in "Better Together"), and a flood of derogatory memes.