Washington (CNN) - The latest White House production finds President Obama as health care infomercial king.
Sporting a crisp lavender shirt and sitting in front of a laptop computer, (the Apple logo is replaced with a Presidential seal) the President types, clicks and talks into the camera as he walks viewers through the Healthcare.gov website.
In one example he uses his own Chicago zip code to show how, in his past life, he would have found and compared insurance options.
"We've always found this to be an effective way to communicate," said an administration official, noting that the former radio only address is now also on video and online.
The video aims to clear up confusion over the new health care law, and as the president said, "put Americans in control of their health care."
It's no secret that the Obama administration has beaten its predecessors at bypassing traditional media in order to reach voters directly, without a filter.
They shoot their own behind the scenes videos touting weekly accomplishments. "The Week in Review," is posted on the White House web site.
In February, the President sat down for a YouTube question and answer session that was an exclusive White House production.
Even lighter moments are shot by the White House and later released online, like "backstage," as the Jonas Brothers prepared to honor Paul McCartney in concert. As camera's rolled, someone assisting the group stepped into frame and whispered, "I gotta grab you guys and do some press." So out they went to take questions from reporters.
Some critics argue this unfiltered approach allows the administration to cast its agenda in the most positive light and sometimes dodge pesky questions from the press.
But this technology savvy White House, whose top aides like Deputy Spokesman Bill Burton have become obsessed with the new iPad tablet, sees new media as an extension of the old. One way to get their message across even on days when the media spotlight might be focused elsewhere.