Rating the First Three Democratic Ads in Iowa

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Crossposted from Iowa Independent.

This week marked the first time that candidates were competing head to head with TV ads for the Iowa Caucuses, as John Edwards, Bill Richardson, and Chris Dodd all announced ad buys on local networks and cable. The Edwards and Richardson ads are so unique, that one might call the more boilerplate Dodd ad ‘distinctively normal.’

The first two of the three, from Edwards and Richardson, were not what one might call standard TV ads. In Edwards’s 30-second spot, the first 27 seconds feature “everyday-looking” Iowans finishing each others’ sentences about what Congress should do to end the war (the answer is support Edwards’s call to send the same bill that Bush vetoed back to his desk unchanged). The Senator does not come onto the screen until the mandatory “I’m John Edwards, and I approved this message” tag at the end. It is clearly intended to portray the sense that Edwards’s campaign is more about its supporters than its principal, and it drew quite a bit of notice from media when it was first announced.

In Richardson’s two 30-second spots (one is airing currently, the other is sitting in the can to be aired later), the Governor sits at a desk while a middle management-type interviews him for a job. The tone is something akin to the film Office Space, as the interviewer begins by rattling off impressive facts from Richardson’s resume and ends the second ad by saying, “For what we’re looking for, you might be a little overqualified.” Most people will think the ad is funny, but they won’t realize why: it is because, from Richardson’s point of view, the public is behaving like the caricature of the middle manager, ignoring his resume as if experience weren’t important. The ads are intended to change minds with humor, and the media has been buzzing about them ever since they launched.

On Tuesday, Chris Dodd’s campaign released its new Iowa ad, and it provides a stark contrast to Richardson’s and Edwards’s ad in that it follows the fairly standard format of the candidate talking to a camera for 30 seconds. Although Dodd’s was not the first ad to go up, it is the first standard political ad of the campaign to hit the airwaves. In it, Dodd maintains a serious expression while explaining his support of the Reid-Feingold plan in the Senate. Next to Richardson’s informative-but-funny ad and Edwards’s community-oriented, borderline gimmicky ad, Dodd’s looks stately but uninspired.

Perhaps the Dodd camp has made the calculation that they aren’t going to win by trying to run the most inspiring (or inspired) campaign; they see their opening in wonkish policy plans and sober assessments of reality. I couldn’t get them to reveal this entire campaign strategy to me, but I did ask Dodd’s Iowa Press Secretary, Taylor West, about the distinctive seriousness of the new ad. “There can be no more serious issue confronting the nation than how we bring this war to a responsible close,” she began. “[Dodd’s] campaign and his ads reflect his understanding that at a time when the stakes have never been higher for the country, we need proven, bold leadership.”

All this isn’t to say that Senator Dodd does not have a sense of humor, because he does have at least one joke that we know of that he tells regularly on the campaign trail. Still, Dodd’s new web site has launched, and it promises to make full use of all the latest Web 2.0 crazes that often impress netroots activists. Perhaps what we are seeing now is the beginning of Dodd’s repositioning himself to appeal more to policy wonks, technocrats, and bloggers, and this experiment might just work.

Video of all three candidates’ ads is below:

Edwards ad:

Richardson ads (the first is airing now; the one that plays after it in the clip below is likely to air later on):

Dodd ad:

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Entry Filed under: Opinion, John Edwards, Bill Richardson, Iowa Caucuses, Chris Dodd

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