Ad Critic: The Right Way to Highlight D.C. Wins... and the Wrong Way

Promoted by Patrick.

Yesterday, the Washington Post’s Chris Cillizza highlighted Elizabeth Dole and Mitch McConnell’s campaign advertising strategies, and the “vote for the incumbent who brings you goodies” message they’ve used in their early tv spots. 

They're making a huge strategic mistake.  Both candidates are firmly identifying themselves as part of Washington and part of the problem.  Jim Inhofe’s new ad on the other hand, is a strong example of how an incumbent should highlight their accomplishments without appearing too “Washington.”   (Full disclosure, I work for a media firm that didn’t produce any of these spots, even the one I like.)  

Here are the three ads Cilizza highlights: 

Dole:

McConnell 1: 

 McConnell 2: 

All three ads send the same message: “Vote for me because I have more clout in Washington D.C.” or as Cillizza put it:

McConnell and Dole have apparently reached the conclusion that the only message that can win for a Republican in an environment like this is a purely transactional one: Reelect me and I'll continue to bring back lots and lots of money for this state. 

Cillizza thinks other vulnerable incumbent Republicans will be following Dole and McConnell’s lead.  I sure hope not.  If they do we’ll be looking at a filibuster-proof Democratic majority.

The country is in an exceptionally anti-incumbent anti-Washington mood.  Republican candidates should be giving voters reasons they’re different than “typical politicians” not telling voters that they’re skilled backroom dealmakers.

There’s a much better way to use incumbent accomplishments in a tv ad, Jim Inhofe’s new spot is a good example.  His ad talks about his accomplishments as fights against D.C., not spoils of a long tenure in office.  The underlying strategy is to separate himself from D.C. and highlight his positive character traits on a gut level.

Inhofe Ad:

Democratic challengers are going to go after Republican incumbents by painting them as corrupt political insiders who’ve lost touch with their states’ values.  Leading off a race with ads that say, “I use my insider status to help you!” makes their job easier. 

The “pro” argument for running ads like this is that they highlight a candidates’ ability to bring real benefits to their state.  That has some merit when voters are in a less anti-establishment mood, but this election cycle it flies in the face of what voters are looking for. 

Let’s break the ads down one by one: 

1.  Dole Ad:  This is a very pretty ad and I like the testimonial format.  The issue choice is good but the overall message still highlights her incumbency, not her personal character.  It’s also too heavily produced and its prettiness works against it.  Testimonials have more credibility when they look raw, especially in rural areas which North Carolina has a lot of. 

The main problem with this ad is the underlying message choice.  Dole’s incumbency and her wins in D.C. are the message and the net effect is to portray her as a D.C. insider, if one who works for her state’s interests.  This is especially damaging to a woman who actually is a D.C. insider and is already vulnerable to that charge. 

Real Voter Takeaway: “Senator Dole is using her insider clout to help North Carolina’s economy.” 

2.  McConnell Ad 1:  I’ve got a lot of respect for McConnell (he’s a party builder in his home state and we need more guys like that) but this ad scans like it was written by his Senate chief of staff, not a campaign pro.  Not even a bad campaign pro. 

The ad features pictures of the Capitol, a white guy whose grandfather died during the Eisenhower Administration, McConnell in his “look at me I’m a politician” suit and absolutely no emotional content.  Large chunks of this ad give voters a history lesson and look like they came from a Kentucky Historical Society documentary. 

McConnell’s leadership position does put him in a tough spot.  It’s harder for him to be anti-Washington, but that doesn’t mean he shouldn’t try. 

Real Voter Takeaway: “I guess Senator McConnell has been in Washington a long time.” 

3.  McConnell Ad 2:  This ad is better, although that’s a very low bar.  It focuses on a good issue (“improving the health of Kentuckians”) and features a simple message.  The problem is still the strategy.  

The ad is also logical instead of emotional.  The campaign would have been better off picking a specific disease the research is helping cure and if possible, featuring someone who was suffering from the disease that “McConnell is helping Kentucky doctors cure.” 

Real Voter Takeaway: “Senator McConnell is using his leadership position and D.C. power to keep Kentuckians healthy.” 

4. Inhofe Ad                                                                                                

The spot’s purpose is to highlight Inhofe’s double edged character trait of “hard headedness” and turn it into a central asset.  Inhofe’s accomplishments in D.C. are the campaign’s tool to send that message rather than the message itself the way they are in the Dole and McConnell ads.  

The spot gives viewers a real feel for Inhofe’s character, and his straight to the camera line at the beginning of the ad helps build a personal connection.  Visually, it screams independence and Inhofe looks like a regular guy, no suit.  The visual style is a little “Road Warrior” but it’s also extremely memorable (where’d they find those jets!?).

Real Voter Takeaway: “Jim Inhofe's toughness serves Oklahoma well.”