Hillary Rodham Clinton has devoted much of her endgame advertising to touting her reputation for pugnacity, but with conventional wisdom coalescing behind Barack Obama, she's been forced to back off the harsh rhetoric of recent primaries in favor of blander, less divisive economic appeals. The shift is evident in a raft of new ads just released by Clinton and her allies in Oregon and Kentucky.
Clinton's Kentucky campaign office on Friday announced it would be airing two new spots in the state focusing on the economy. In the first of these, "Right Track" (subscription), Clinton pledges to "put America back on the right track" by shifting the tax burden off of the middle class and onto the wealthy. Her second Kentucky ad, actually a reworked version of an old spot (subscription), features Clinton supporters in Ohio and Indiana who say her economic policies will help make their lives better.
Besides promoting her policy credentials in a state that has seen its share of economic troubles, the media buy is a signal from the Clinton camp that she intends to stay in the race, even as the ads' sunnier tone signals an acknowledgment that the rules of engagement have changed. And while polling and demographic data suggest tomorrow's vote could produce a Clinton blowout, her campaign may consider the advertising worthwhile -- despite the operation's outstanding $20 million debt -- because the Democratic Party's proportional allotment of delegates rewards running up big wins.
Clinton further underlined her intentions to fight on with a new buy in Oregon, also released Friday. Aiming to counter the growing consensus that Obama has already locked up the nomination, the TV spot (subscription) urges voters to ignore talking heads and focus on the issues. "In Washington, they talk about who's up and who's down," an announcer says as shots of Tim Russert and George Stephanopoulos appear onscreen. "In Oregon, we care about what's right and what's wrong." The ad goes on to praise Clinton for her plans to expand health coverage and end No Child Left Behind.
Even Clinton's third-party allies are taking up the new, more positive tone in their advertising. The American Leadership Project, an organization of Clinton supporters that ran ads in Pennsylvania criticizing Obama, debuted a spot in Oregon focusing on Clinton and her plan for the economy.