This year’s AMS executive election is beginning to look more like a battle of the videos. Team CES (Morgan Campbell, Ashley Eagan, Kieran Slobodin) posted another campaign video earlier today.

I’m all for incorporating different types of media into a campaign strategy, but when it comes to creativity and content, I have yet to be impressed by what either team has offered.

Team SDL’s “Must be SDL” musical parody tells me absolutely nothing about their platform or the qualifications of the candidates. Team CES’s photo montage is a touch more creative, but still lacks any real informative content. And their latest creation is so repetitive it’s borderline annoying.

At the very least, if I’m going to spend three minutes of my time watching all of these videos online, they better be entertaining. Watch Mike Moll, UBC’s AMS presidential candidate, in his brilliant parody of the famous Old Spice commercials. Or the impressive show of support in Emily Rowe’s video for her presidential campaign at the University of Western Ontario (she later on went to win by a landslide).

Granted, student leader hopefuls at other schools may be able to benefit from established film programs or more technical resources. But the examples put forth by Mike Moll or Emily Rowe make Team CES and Team SDL’s efforts look amateurish in comparison.

Don’t make videos for the sake of having one. Make a video if you have something to communicate and you can use the technology effectively to do so. Frankly, I think the effort and time that was spent putting these videos together would have been better allocated to other elements of the campaign.

There are five days left in the campaign period. Let’s hope the next Youtube link from either of the teams proves me wrong.