I am contributing to both Beto for Texas Senate and MJ Hegar for TX-31 campaigns whom I hope will represent us in the future. Over the last few weeks I have, as have most, been bombarded by political advertisements on TV. I would like to state what I have seen for both of these campaigns over time and my opinions on the effectiveness of the advertisements. I won’t post links to the advertisements — I leave it to you to find them if you’re interested.
For TX-31 — the start of MJ Hegar’s campaign was the 3-plus minute viral video “Doors” which I have watched several times as it is one of the most effective candidate introduction videos I’ve ever seen. I made sure to send it to as many people as I know to watch as well. Shortly after that video went viral, MJ Hegar’s campaign started ramping up advertisements in the area that essentially extracted portions from the “Doors” video to introduce herself to the area. Each of the television advertisements focused on her military background and heroism under fire. An additional video explained that her tattoos covered the scars from her war wounds — something relevant for folks who don’t like tattoos.
This series of advertisements ran pretty regularly over the last few weeks without a response from incumbent GOP Representative John Carter. However, two weeks ago, his advertisement campaign started with an ad with a veteran praising Carter’s efforts to help him solve issues he had obtaining medications from the VA. This was an obvious demonstration that Carter needed to push back on Hegar’s veteran appeal in this district which encompasses Fort Hood. His advertisement runs infrequently compared to Hegar’s.
I was beginning to become frustrated with Hegar advertisements because, though they were good introduction material, they didn’t speak to concerns I and other voters may have. Her latest advertisement though hit the nail on the head and begins to outline why someone should vote for her — she describes how at the birth of her child she had difficulties that required multiple transfusions and medical attention. She then goes on to state that Rep. Carter voted to remove pre-existing conditions protections which would have resulted in thousands of people loosing insurance and, “I won’t allow that!” This is a video that both tells a personal story and states a position she will fight for as well as attacks Carter’s record on the issue. Kills three birds with one stone and I hope this ad airs a lot and more of such are created.
On the Texas Senate, Beto O’Rourke front I have to say I feel his advertisement campaign is not as effective as Hegar’s. So far, there have been two advertisements played pretty frequently. The first was a video of one (or more) of his 254 county campaign stops. It served as a reasonable introduction and showed the enthusiasm of him and the folks at his town hall stops. The second is a video of him speaking directly to the camera — first noting that there are attack ads against him and then going on in a short soaring Kennedy-style speech of how he wants to represent all Texans. I am of the opinion that this advertisement, though lofty, does not help in the long run because he is not telling folks what he will do to make their lives better. It may have been effective refutation of the attack ads for a very short cycle but it’s time to move on to new material as, in my opinion, it has run too long.
As far as Cruz’s ads go, there have been border-baiting immigrant-hating PAC ads attacking Beto on voting records in Congress that subsequent fact checkers showed were false. There have been two Cruz ads (I approve this message) the first of which I can’t recall, though it was a direct attack on Beto. The second, though, was, unfortunately well done, and I think may have played a role in the latest Quinnipiac poll showing a 9 point lead for Cruz. In it the video starts by touting the strong Texas economy driven by the oil boom, then switches to attacking Beto for supporting a “ten dollar tax on every Texas barrel of oil”, and Beto’s opposition to exporting oil.
Although Beto gained a lot of support for his effort to visit every county, this needs to be backed up by an effective ad campaign that hits on topics of concern to folks. I don’t think soaring speeches of unity and brotherhood will be enough. In recent interviews he said he won’t attack Cruz, but if you look at Hegar’s example, it is possible to attack Cruz’s voting record without resorting to personal attacks and to show where he would work to help people. I believe two topics that should be ripe for stating Beto’s position are advertisements for immigration reform and health care. I hope in the next few weeks Beto’s campaign begins hitting at these topics.