NationalJournal.com's Ad Spotlight

Friday, October 31, 2008

Red States Targeted For Obama's Closing Ads

Filed under Barack ObamaFiled under Television Ad
Posted at 1:30 PM
Click here to watch "Something."

Ahead in the polls and confident about his ground game, Barack Obama is making a final push with two new TV ads that encapsulate his campaign's double-edged strategy of criticizing John McCain while also trying to inspire supporters. The ad buys for these final spots are also representative of the way the campaign is playing out, with Obama pushing further and further into red territory, even McCain's home state.

"Rearview Mirror" (subscription) brings home Obama's argument on the economy and on McCain's relationship with President Bush. The spot shows a man driving a truck down the road, as an announcer asks: "Wonder where John McCain would take the economy? Look behind you." An image of Bush pops up in the rearview mirror. Signs along the road detail how McCain's policies are a direct continuation of Bush's, according to the Obama camp. Finally, the driver looks back in the mirror to see images of Bush and McCain together, as the announcer repeats the now-familiar tagline: "We can't afford more of the same."

In "Something" (subscription), on the other hand, Obama seeks to inspire viewers to become part of the movement that he has created during the course of his campaign. "Something's happening in America -- in small towns and big cities," the announcer observes as the camera pans across large, diverse crowds of Obama supporters. "People from every walk of life uniting in common purpose." The ad touts some of Obama's biggest endorsements, from Warren Buffett and Colin Powell, before showing a clip of one of his characteristically rousing speeches. "We can choose hope over fear, and unity over division, the promise of change over the power of the status quo," he says to huge applause.

The Illinois senator is releasing his new ads in three states that voted overwhelmingly for Bush in 2004 and should have been safe territory for McCain -- Georgia, North Dakota and McCain's home state of Arizona. New data released by the Wisconsin Ad Project [PDF] shows that, during the week of October 21-28, three-quarters of Obama's and McCain's advertising dollars were spent in red states, demonstrating that McCain is, in fact, playing defense.

MoveOn.org is also purchasing time in Arizona to re-air "Obamacan" (subscription), the spot that won the group's "Obama in 30 Seconds" ad contest back in May. It features Air Force veteran John Weiler, who says that although he's "been a Republican since before I could actually vote," he's supporting Obama this year.

Pollster.com shows McCain up by an average of six points in Arizona, but Democrats clearly feel the race is close enough to warrant spending some resources there.