The Obama Administration's campaign was launched in Pakistan by the US embassy in which President Barack Obama and Secretary of State Hillary Clinton figure. In the 30-second TV advertisement broadcast across seven networks, both Obama and Clinton explained American position in a bid to disassociate the US Administration from the provocative film.
The State Department bought air time worth over USD 70,000 on Pakistani television channels to run the advertisement and spokesperson Victoria Nuland said, "We bought some air time to make sure that the Pakistani people would hear the President's messages."
The US Administration has also compiled a separate YouTube film showing ordinary Americans condemning the controversial film 'Innocence of Muslims'. Nuland said that the TV ads had been used in other countries in the past and were also adopted in 2005 in Pakistan in the wake of a devastating earthquake. But she did not mention that whether the ad and the film would be shown in other nations.
Some Pakistani outlets carried it free of charge, but others used it as a paid public service announcement, and added their own required labelling that the video was "paid content".
"We are going to have to measure the metrics of effectiveness across this region on our public diplomacy," Nualnd said. "But that's something that we'll have to look at is what means did we use to make sure that public around the world understood where the US Government stands, and were those effective, and that kind of thing," she said.