NationalJournal.com's Ad Spotlight

Tuesday, May 6, 2008

Closing The Case

Filed under Barack ObamaFiled under Television Ad
Posted at 1:55 PM
Click here to watch "Minute."

Hoosiers and Tar Heels head to the polls today with the same mix of messages voters in other hotly contested primary states received from Barack Obama and Hillary Rodham Clinton: positive ads followed by several days of back-and-forth attacks, ending with closing arguments that make only veiled references to the opponent.

Since Friday, Obama has released four new ads in the two states set to vote today, with slightly different versions of some running in Indiana and North Carolina. Three of the four are contrast spots slamming Clinton for negative campaigning, and for supporting John McCain's gas tax holiday proposal.

"Pennies," released Friday, repeats Obama's accusation that Clinton's support for the gas tax holiday represents "political pandering." "It's an election-year gimmick saving Hoosiers just pennies a day," the Indiana version states, citing newspaper articles and data from Americans For Transportation Mobility. "Boost" takes up the same topic, arguing in the North Carolina version that Clinton's strongest surrogate in the state, Gov. Mike Easley, disagrees with the proposal. Referencing a Washington Post article, an announcer also claims that even Clinton's aides "admit it won't do much for you -- but would help her politically." "Here's the choice" as these ads lay it out: "Clinton gimmicks that help big oil, or Barack Obama -- a real energy plan and a $1,000 middle-class tax cut to help families truly pay the bills."

"Hometown," released on the eve of the primaries in response to a last-minute negative spot from the Clinton campaign, uses an editorial piece from the New York Times to accuse Clinton of engaging in "more of the same old negative politics." "Her hometown newspaper says she’s taking 'the low road,' " an announcer says. "Her attacks do 'nothing but harm.' " Playing on a Clinton vulnerability -- the growing perception that she is not honest and trustworthy -- the spot concludes: "We need honest answers and a president we can trust."

But Obama reserved his final on-air appeal for a positive ad that portrays him as being in touch with working-class voters and representative of a "new kind of politics." Slightly different versions of "Minute" began running in Indiana and North Carolina on Monday. The two-minute spot begins by listing values important to voters in each state -- "hard work, community, keeping your word" -- and describes Obama as the candidate "who shares those values." The ad then splices in footage of Obama speaking to a large crowd. "Politics didn't lead me to working people. Working people led me to politics," he says, as the announcer touts biographical details about Obama's stint as a community organizer in Chicago.

Seeking to refute a Clinton campaign claim that Obama does not understand what working-class voters are going through, the Illinois senator acknowledges in "Minute" that "people are struggling." But an announcer emphasizes that Obama "trusts us with the truth" instead of telling voters what they want to hear when it comes to the gas tax holiday. Obama then presents his final plea to voters: "We can go about doing the same old things with the same old folks in the same old ways and somehow hope we're going to get a different result, or we can go ahead and try something entirely different." Ending on an empowering note, he declares: "You and I together, we'll change this country and change the world."