I've avoided talking about the Massachusetts senate race mostly because the ads have been pretty boring or at least not very interesting. This week has been slow, and I've been desperately trying to find something to write about, so I resolved to look over the ads in what seems to be a tightening race. I was surprised to find this one:
It's short on issues ("someone who's going to lower your taxes") and long on character and personality. Interesting choice given how late in the campaign it is. Usually you're hammering your opponent or giving voters a laundry list of reasons to vote for you, of both.
I like this spot, and I think it's effective, though I'm not working on this race, and I can't prove it. If my only exposure to Scott Brown was from this ad, I'd like him, think he's a local, he seems to get it, he seems like a real person.
When I watch the Martha Coakley ads I don't get that sense -- she feels so polished, like a typical politician.
Watch her most recent positive ad which features Senator Kenndy's widow:
Other than the emotional value of Vicki Kennedy, the ad is about as flat and dull as can be.
With all the media rushing to make national trends, it's easy to forget that campaigns matter and the ads you put on the air matter.
If I were looking just at these ads, I'd vote for Scott Brown too.