Missouri Rep. and Senate hopeful Todd Akin's apology ad for his assertion that women's bodies are able to prevent pregnancy in cases of "legitimate rape"—a comment that left the public, political, and medical worlds reeling—is only the most recent example of a long tradition of political apology commercials.
Click here for the biggest political apology ads>
Akin's 30-second TV spot succinctly expresses his regret for "using his words in the wrong way."
There's a certain art to a great apology ad. In the last decade, the standard format is that the spots: are 30-seconds long, play gentle elevator music, and show politicians in a seated or similarly casual and approachable position.
Jerry Springer—yes, that Jerry Springer—sprung for a 60-second spot in the '80s. (He lost the race).
2012 - Missouri Representative, Todd Akin
Missouri Representative, Todd Akin, apologized for saying legitimate rape rarely causes pregnancy in this now famous TV ad.
2010 - Christine O’Donnell
Christine O'Donnell, a former Republican Senate nominee for Delaware, ran this ad to apologize for past statements about experimenting with witchcraft.
"I am nothing you've heard, I am you," the conservative politician said.
Even with the help of media producer, Fred Davis, O'Donnell still couldn't break the apology ad mold.
2010 - Former Iowa Governor, Chet Culver
During the 2010 election for Iowa Governor, Culver created this ad to apologize for his lackluster, previous term as the state governor. "I hope you give us the chance [to do better]," Culver pleads.
See the rest of the story at Business Insider
Please follow Advertising on Twitter and Facebook.