NationalJournal.com's Ad Spotlight

Monday, April 21, 2008

Clinton's 'Closing Argument'

Filed under Hillary Rodham ClintonFiled under Television Ad
Posted at 1:00 PM
Click here to watch "Talk."

Given the intensity of the competition between Barack Obama and Hillary Rodham Clinton during the Pennsylvania primary campaign, it's hardly surprising that both candidates released a flurry of new advertising over the weekend -- or that much of it was negative.

By some measures, Clinton's camp has toned down its message since last week -- when one report suggested she was running only attack ads in many parts of the state -- but her latest slew of advertising could hardly be described as a soft sell. Of the five new TV ads Clinton unveiled in the past 24 hours, one implicitly questions Obama's experience and two others are direct attacks.

"Kitchen" makes something of a historical case against Obama. Using footage of the Pearl Harbor attack, Nikita Khrushchev, gas lines in the '70s, Osama bin Laden and the aftermath of Hurricane Katrina, the spot makes a classic sales pitch for the "experience" candidate without ever mentioning Obama directly. "It's the toughest job in the world.... Who do you think has what it takes?" an announcer asks.

"It's really our closing argument in Pennsylvania, unlike Senator Obama's closing argument that has really been negative and an assault on Senator Clinton," said Clinton strategist Geoff Garin in a conference call with reporters. When pressed on the ad's implicit contrast between Obama's readiness to lead and Clinton's, Garin called it "entirely a positive ad." "To say that she is the best choice" to lead the country, "there's nothing negative about that," he added.

"Talk" returns to the candidates' recent fight over lobbyist and oil company money, accusing Obama of having taken "almost $2 million from lobbyists, corporations and PACs." (Obama swore off such donations during the presidential race, but he has accepted them in past elections.)

Rounding out the trifecta of attacks, Clinton's camp responded to an earlier Obama spot criticizing her health care plan with an ad of its own. In Clinton's counterattack, she takes shots at Obama's last debate performance as well as the lack of an individual mandate provision in his health care plan. "Hillary's plan covers everyone. Obama's leaves 15 million people out," the ad says. "There are more and more questions about Barack Obama. Instead of attacking, maybe he should answer them."

Not all of Clinton's media buy was negative, however. One of the new ads, "For People," features Pennsylvanians praising Clinton for having "the middle class' interests at heart." "Hillary really fights for the working people," says one voter. "She will follow through on what she has said she will do," says another.

"Spoke Out" hits similarly familiar points, bashing President Bush's policies and reminding viewers that Clinton has long favored subprime mortgage reform. "Bush did nothing. Now the economy is sliding into recession," an announcer says. "Home values are plummeting and people are hurting."

Besides touting Clinton's economic credentials, the two spots remind voters of a key Clinton talking point: that she is the candidate who best understands working people. And although they paint a grim picture of the current economic situation, both ads end in upbeat fashion. "America is desperate for economic leadership, but we've come back before and we'll do it again," promises the announcer in "Spoke Out."