Hey guys, did you hear yesterday's shocking news? Hillary Clinton is running for president! I sure hope she knows what he's getting herself into!

The people behind Hillary Clinton certainly seem to have learned a few lessons from her last run for president. Compare her 2007 announcement video:

To her 2015 video:

The New York Times has an analysis here. In the first, she's sitting alone in a mansion, talking about her grand plans. In the second, the focus is on regular people, and when Hillary finally appears (more than halfway through the video), the focus is entirely on how she's just like us.

Get ready to hear the name Robby Mook over and over between now and November 2016. He's Hillary's whiz-kid campaign manager, and by "kid," I mean he's 35—a baby! Robby's responsible for creating the "Hillary Clinton" character who will be thrust in front of cameras, and played by a woman whose real name is also Hillary Clinton. (Just like Curb Your Enthusiasm.)

“This campaign is not about Hillary Clinton and not about us," he wrote in an internal memo. "It’s about the everyday Americans who are trying to build a better life for themselves and their families.”

So what's Robby whipped up? Well, so far, Candidate Clinton seems to be optimistic and ambitious without being too proud; caring and dedicated; a pal and a confidant.

This all came across in her gorgeous announcement video, in which various Americans talk about how excited they are for the future. (It's so slickly produced, in fact, that when it started playing on YouTube I thought it was an unrelated ad, and I looked for a way to skip it.)

"It's your time," Hillary says, "and I hope you'll join me on this journey."

Hillary comes across as upbeat and friendly. The focus is on how she wants to help Americans live their lives, rather than prove that she could be a viable candidate against a Republican man. During her last shot at this, Hillary didn't make much of a fuss about gender, but that's said to be changing this time around.