Just yesterday, the Republican National Committee launched one of its earliest Ads titled “Grand Experiment” targeting President Obama’s healthcare reform push. Earlier last week, the Democratic National Committe also launched its Ad called “It’s time” as a part of the Organizing for America campaign. These ads have two very different messages and targets but which of the two partisan ads actually accomplished its goal?
Was there a winner in this Ad war?
As the Republicans seem to be hosting a perpetual focus group on messaging, the Democratic National Committee knows its targets and has moved quickly to mobilize ads. The DNC Ad is a soft, push ad targeting Democratic Senators and a couple moderate Republicans in Nebraska, Indiana, Louisiana, North Dakota, Arkansas and Maine. The soft Ad highlights real people who are calling that “It’s Time” for Healthcare reform, sharing their real-life stories about how they were impacted by lack of health insurance coverage. The Ad also asks for action of viewers to call their Senator. Although the Ad is considered soft, it’s rattled the cage of Democratic Senate leadership showing that it has been deemed effective by the targeted Senators. Senate Majority Leader Harry Reid called the Ad a “waste of money” revealing a rift in the party and also growing concerns at the DNC headquarters that the the leadership is having difficulties drumming up support for a bipartisan bill in the Senate. Because of this, the Ad is right on target and will likely turn fence-sitters or keep key votes on the fence for when it counts.
The Republicans, on the other hand, began to tune in to veteran political consultant, Alex Castellanos, who dropped a leaflet memo on the RNC Chairman and other political operatives this week in an attempt to progress a stalled message dilemma. The memo directed party officials not to dismiss healthcare reform but to continue to drive the idea that “costs” are driving the debate and that the Obama plan will deliver “Washington-centered” healthcare. The RNC Ad pounces on Castellanos’ message assistance but also tags the Obama healthcare package as the “great experiment” with the bailouts of early 2009, calling on the spending as “too much, too fast.” The Ad targets Obama who’s popularity sank in recent days along with the President’s health care anchor. The question is whether the goal of the RNC ad is to pounce on the growing unpopularity of the president or was it about health care reform? Clearly, the RNC is saving its cash for a rainy day in targeting key members of the Senate when it matters, however, there’s confusion about the safety of targeting Obama and not key votes. Some Republican strategists have been clamoring over the whether or not they can turn the success of health care against Obama as a “referendum” and provide a double-edged sword that also enhances resentment against the President. Most are siding that the RNC ad was simply too tame and tried to accomplish too much with too much of a broad target.
This vote more than likely goes to the DNC Ad.
Tags: Alex Castellanos, Democratic National Committee, DNC, Harry Reid, Obama, Organizing for America, Republican National Committee, RNC
