Jerome has already posted each of these ads over in Breaking Blue, but I'd like to lay down a few thoughts on these first biographical ads put out by the Obama campaign. To view the ads, which begin running in Iowa this week, click on the screen below (note, the ads may take a second to load):
Let's start with the ad on the left, the longer biographical spot that deals with Obama's community organizing. I think this ad hits on the right points and is fairly effective. I like the effort to harken back to Obama's keynote address at the 2004 Democratic National Convention, the speech that put him on the national map. The focus on organizing and the quote from the SEIU organizer seems to strike the right tones for the Iowa Democratic caucus-going electorate, as does the attention given to his decision to turn down high paying legal work on Wall Street in favor of registering voters. This isn't going to seal the deal for most or even many caucus-goers, but it is a solid biographical spot that does a good job of advancing a narrative that could help him win.
Now on to the second ad. Again, I think the inclusion of a portion of Obama's 2004 DNC keynote is a plus for the ad. But I think the ad doesn't particularly work, at least in terms of the Iowa caucuses. The fact that the Republican legislator quoted at length in the poll is a supporter of John McCain in the Republican primaries isn't a particular problem for me (though it could make for fodder for the talking heads on the cable news networks). My issue with the ad, which Marc Ambinder expresses very well, is that Iowa isn't necessarily the best place to run an ad about bipartisanship -- at least when running for support in the caucuses rather than in the general election. Ambinder explains, "Bipartisan message ads like this work in New Hampshire... they're not seen all the much in Iowa, where the Democratic caucus electorate is (a) Democratic and (b) partisan." Remember, while Independents are able to participate in the New Hampshire primary -- and appear intent to do so at a remarkably high rate -- they cannot participate in the Iowa Democratic caucuses, a fact that Ambinder alludes to.
It's certainly possible that this second ad (or both of them, for that matter) is more about garnering national attention via near-constant repetition on the cable news networks than it is about swaying potential Iowa Democratic caucus-goers. In this case I'm still skeptical that the bipartisan angle is the best one for the Democratic electorate (as much as there is one nationwide), but that's a point that could be argued at another time. Regardless, it seems to me that the first ad is getting closer to the right message for Obama than the second -- even if it's not quite there yet, either.
What are your thoughts?
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