These days, it’s tougher than ever to create political ads that break through. Maybe that’s why the big players mostly make those predictable testimonial or data-driven ads, and then spend massively on media in the hope of making an impression. But director/creative director/writer Jef Loeb has a better idea. He knows that people don’t watch political ads—they watch what interests them, and sometimes that happens to be a political ad. In other words, this challenging environment is no different from any insanely competitive marketing category: what breaks through is a compelling creative idea, presented in a memorable way. That could be a CG-driven tour de force, like Jef’s “Dominos” (check it out—it’s a great visual idea, treated with a remarkable cinematic approach). Or a lower-budget ad like “TRUTH,” created entirely from graphics and stock imagery, but still featuring a clever surprise twist. But whatever he’s directing, instead of starting with a budget figure or a bunch of data points, Jef begins with a bold idea and then finds a way to bring it to life that’s polished, big-looking, and memorable, whatever the budget might be. In other words, he makes ads people watch—that just happen to be political.