Adwatch: Brian Schatz for Congress, HI-2
by mjs, Wed Aug 23, 2006 at 12:03:45 PM EDT
The ad really struck me, not for its production values which are truly minimal, but for the messaging/talking points. Its as if he and his team read an embodied Chris Bowers' Democratic Congressional Challengers Strategy Memo.
Further the ad was very targeted to the cable broadcast of TDS and The Cobert report where is likely to find a receptive audience.
Let's do a run down of the ad and Chris Bowers' memo:
- Iraq must be central in your campaign and you must blame Republicans for it
Check! In fact, he lays the blame squarely on Bush's shoulders. Then he does it one better by directly linking the failed war in Iraq to hurting our security and further preventing us from addressing important issues such as education and health care.
- The debate on whether Bush is a competent, trustworthy President is over.
Check! From the ad - "Its time to stop Bush's tough guy act."
Hits the point, and does it with a dose of ridicule. Love it.
- Republicans cannot run against Bush and Iraq... But dissent will, in fact, work to Democratic candidates' advantage. It shows strength and, most importantly, principle and personal values.
Check! The entire ad is a dissent of the current, failed policies and a call for to action for something different.
- 'Terrorism' scares only work in the absence of strong accountability messaging,
Check. Not as explicitly strong here as the previous points, but still its covered. Paraphrasing - "We wont have security here till we fix the failed policies in Iraq." Accountability and blame in one sentence.
- Oversight beats withdrawal
Check. Same comment as point 4. Though withdrawal is never actually mentioned.
- Pick a fight, any fight
Check! The candidate says Iraq is a failure and is hurting us, Bush is wrong and is posing as a tough guy.
- The ad, his web site (www.brianschatz.com) and campaign signs fail to mentioned or downplay that he is a Democrat. I'm not quite sure what this is about. The only possibility that I can think of is that it makes it more likely for Republicans to hear his message instead of instantly ignoring it.
- The production values are truly minimal. In today's world of slick ads, this one somewhat sticks out for being so simple. That's not necessarily a bad thing, but after seeing the fun that Lamont had with his ads or the messaging combined with production values of the Spitzer ads, its hard not to want a bit more on the production value side of things.
- And finally, what can only be called nitpicking - what with the twitching eyebrow?
Brian Schatz for Congress