The elections are run by the same guys who sell toothpaste. They show you an image of a sports hero, or a sexy model, or a car going up a sheer cliff or something, which has nothing to do with the commodity, but it's intended to delude you into picking this one rather than another one.
One of the few things I know about writing is this: Spend it all, shoot it, play it, lose it, all, right away, every time. Do not hoard what seems good for a later place in the book, or for another book, give it, give it all, give it now.