NationalJournal.com's Ad Spotlight

Monday, October 27, 2008

Obama's Ads In The Home Stretch Both Comfort And Attack

Filed under Barack ObamaFiled under Television Ad
Posted at 12:30 PM
Click here to watch "Defining Moment."

Barack Obama is set to deliver a "closing argument" speech in the battleground state of Ohio today, but viewers are already getting a preview of the candidates' final pitch through a pair of TV ads released within the last 48 hours.

In "Defining Moment" (subscription), a two-minute spot launched in key states over the weekend, Obama speaks directly to viewers about how he will fix the economy and help working-class Americans. "The real question" for voters, Obama says, "is: Will our country be better off four years from now? How will we lift our economy and restore America's place in the world?" Obama goes on to outline his "rescue plan for the middle class," giving tax cuts to anyone making under $200,000 and granting loans and tax cuts to companies that create jobs at home. Once the immediate crisis has been addressed, Obama says, he'll be able to "focus on our urgent national priorities" like health care, energy and education.

Attempting to address the criticism that his agenda will prove too costly, Obama goes on to explain how he will pay for these initiatives: ending the war in Iraq, letting the "temporary Bush tax cuts for the wealthiest 2 percent expire" and conducting a thorough audit of government spending. The Democratic candidate ends on a note of optimism, ensuring viewers that "if we stand together, we can meet our challenges and ensure that there are better days ahead."

Obama also released a more combative ad this morning that matches almost precisely a spot (subscription) he ran earlier in October. "New Subject" (subscription) portrays John McCain as desperate and accuses him of using " scare tactics and smears" to "try to tear Barack Obama down."

This combination of positive and negative ads matches a recent trend from the Obama campaign, which, with its campaign coffers overflowing, has had the luxury of running a two-front ad war -- portraying a positive message of change while not hesitating to criticize McCain.