Sometimes too smart is not smart, and that's what's going on with Massa's latest ad.
Like most voters, I don't like negative ads, and I don't they're as effective as campaigns believe. That said, as a negative ad, Massa's is pretty tame. It calls Kuhl a liar and paints him in unflattering poses, but it doesn't include a lot of the outrageous imagery (sniper sights, playboy bunnies, etc.) seen in end-of-campaign ads in this and other races.
By the standard of negative ads, it's also not especially stupid. It doesn't expect us to swallow claims that we wouldn't believe about any politician. For example, if voters know anything about Kuhl, they probably know he supported private accounts (or "privatization") for Social Security. And Batiste did say what he's quoted as saying.
The problem with Massa's ad is the flip-side of stupidity: an overly complex message.
Kuhl's most recent negative ads carry a simple message: Eric Massa will raise taxes and gut Social Security.
Massa's response to Kuhl's two-note song is a MTV blitz of images. It starts with the weakest claim, that Kuhl lied about bringing jobs upstate, which was actually more of an exaggeration than a lie. It continues to the issues of social security, taxes, veterans benefits and the war in Iraq (via the Batiste quote). All in 30 seconds.
Because it's hell-bent on getting punch-backs on every single real or perceived slight in the campaign, the ad tries to do too much. Massa would have been better off sticking to two things: hitting Kuhl on Social Security and taxes, and saying he'll be a voice for change. The word "change" -- which is the key message word for Democrats this cycle -- doesn't even appear in the ad.
Comments
Actually, having just watched the ad, I rather like it. It hangs together well and emphasizes a truth about Kuhl - he's slippery as a slug, you can't trust him, and he doesn't tell the truth - his ducking the whole Social Security thing being a good case in point.
I agree with Rottenchester. Boy though before this is over people will know they have been through a major campaign.
I agree with Rottenchester. Boy though before this is over people will know they have been through a major campaign.