NationalJournal.com's Ad Spotlight

Thursday, May 15, 2008

Gimme That Old-Time Religion

Filed under Barack ObamaFiled under Radio Ad
Posted at 3:00 PM

With questions persisting about Barack Obama's ability to win over working-class voters, particularly whites, Obama has embarked on a campaign this week to reach out to blue-collar Americans, re-donning the all-important American flag lapel pin and, as the New York Times points out, "sprinkling his speeches with references to God and country" to "reassure Democratic voters about his values." Obama is also up with two new radio ads in Kentucky -- home to many of the voters in question -- in which local Democratic leaders specifically reference Obama's Christian faith and love for his country.

Kentucky Rep. Ben Chandler (subscription) and Lt. Gov. Daniel Mongiardo (subscription) star in the new spots, launched Wednesday, portraying Obama as someone Kentucky voters can relate to. "Once you get to know him, he’ll be like family to us," Mongiardo says in his ad. Both men talk about Obama's upbringing -- raised by a single mom, his grandfather who "served in Patton's army," and his grandmother who worked in a bomber factory" during World War II. "They didn't have much money, but they gave Barack a thirst for education, an abiding love for America, and a belief that we all have a stake in each other," Chandler says.

Both men stress the fact that Obama is a "strong Christian" who began his professional life working with churches "helping communities left behind when local plants closed." And they both touch on his economic plan, which calls for ending tax breaks for companies that outsource and providing tax breaks for the middle class.

The Louisville Courier-Journal reports that the Obama camp is also running a TV ad in the state that discusses his religion and his commitment to "something larger than himself," and that the campaign is putting out mailers that show Obama standing on a pulpit in front of a cross with the words "Committed Christian" on the front.

Obama is airing another TV ad in Kentucky that talks about his record on coal and energy issues. Miner Randy Henry narrates much of the ad, saying that while "Washington, D.C., is not listening to us," Obama "has figured it out." An announcer adds that, during his tenure in Illinois and in the Senate, "Obama helped lead the fight for clean coal, to protect our environment and save good-paying American jobs."

A recent poll [PDF] shows Hillary Rodham Clinton with a huge advantage over Obama heading into next Tuesday's primary -- 58 percent to 31 percent. But Obama's ad strategy demonstrates that, unlike in West Virginia, which he all but ceded to Clinton, he intends to fight for votes in the Bluegrass State.