cross posted at
Political Moneyball
I love Bob Casey's new ad, and if you follow me over the flip, I'll explain why:
1. The voice over immediately calls attention to Rick's negative ad. This is an important framing device - without it voters may think Casey is the first to go negative.
2. The next segment of the video points out, much to the dismay of the Santorum camp, three important policy initiatives Casey implemented while Auditor and Treasurer. He hits the big three: protecting our elderly, providing for the safety of our children, and ensuring fiscal accountability and responsibility. The video clip for the last one could be stronger - notice how there is a newspaper heading in the sex offender section? It would be nice to see something equally as strong here. In my opinion, his plan for bringing fiscal stability to Washington will win over the large number of disenfranchised Philly Republicans.
3. The third segment holds Rick accountable for his voting record - something Rick has been side stepping for some time now. The section highlighting his votes for his own pay raise vs. his votes against a minimum wage increase makes the most political sense. Casey needs to hit Rick hard where it counts: in the pocketbook. The more middle and upper middle class voters hear about Rick's "war on poverty", the more likely they will pay attention to his stance on other issues more pressing to them, i.e. women's rights and social security. The more they hear, the less they like Rick. Watch that base erode! Notice how the image during the minimum wage section is a youngish looking kid? Brilliant. Finally, this section ties Rick to Bush. According to a June 22 Quinnipiac poll(the most recent numbers, bearing in mind the post-Zarqawi "bump") in Pennsylvania, 62% of voters disapprove of Bush, and nearly 3 out of 5 voters support some type of troop withdraw.
4. The final segment shows Casey with two little league teams, reminding voters of the media attention being paid to Williamsport, PA and the Little League World Series. Now. Take a look at the colors of the uniforms. Is that supurb subliminal messaging, or what? The team Casey focuses his attention on is wearing blue. The other guys, presumably the losers, are wearing red. I like this for two reasons. First, it shows Casey bringing together the two opposing sides of a divisive conflict (show me a little league game in August that doesn't boil down to us vs. them). Second, it shows Casey supporting the good guys, the blue guys. Us. Democrats.
5. Finally, I'd like to point out Casey closes with the endorsement. If you watch Rick's attack ad, he starts with the endorsement - that way, by the time you're pissed off at yet another political attack ad, you've forgotten whose ad it is. Casey also came back with this ad in less than 24 hours. From a campaign who has received some flack (from myself, as well as others) for being too distant, too quiet, too reactionary, this is a perfect ad.