It takes 90 seconds before Hillary Clinton — either her face or her voice — appears in the video, released Sunday afternoon, in which she announces that she is running for president in 2016.
The absence of Clinton in Sunday's announcement video is designed to send a message -- not just to people tuning in now but to people who have been watching her (and her presidential aspirations) for the better part of the last decade.
That message? This time it's not about me. It's about you.
A video is just that: A single, pre-produced element of a campaign. But the message Clinton is trying to send is crystal clear: This isn't 2008. And I am ready to run the people-first sort of campaign I should have run last time around.