These ads, from Barack Obama's 2012 presidential run, use urgency & the fear of missing out to encourage action. Instead of creating deadlines like marketers...View More
often do (to encourage swift action), registration & voting deadlines are already set so it only makes sense to stress the importance of them. If someone is an Obama fan & they see one of these ads, it may give them that extra push & reminder to take action. Otherwise, they realize that they could miss out & that feeling of missing out is one we all wish to avoid. "Before It's Too Late", a phrase used in some of the ads, is one you might've noticed before in other promotions. It effectively taps into the fear of missing out on an opportunity.