As I’m a video editor working in politics, I feel it my obligation, nay, my sacred duty, to report on my thoughts on the work of others, analyzing political advertising, pointing out what I find that works and what kinda sucks.
First up, we have Mark Warner’s first ad in his run for Senate in Virginia. Warner has one major campaign narrative right now: he’s gotten results as a wildly popular Democrat in a state that was fairly red. And to make things even better for him, he’s running against the guy he succeeded as governor, Jim Gilmore, a truly disastrous governor who wrecked the finances of the state. Warner cleaned up after him once, and he’s leaving it up to Virginians to decide if they’d rather have the problem or the solution as their senator. Very clear-cut.
Here’s the ad.
It tells the tale well. Warner is framed as the heroic leader who strode into town and cleaned things up. It relies on the opinions of others to tell the tale, and most notably he uses John Chichester, a Republican state senator (as is clearly attributed, in larger type than the man’s name), to make the case. Bipartisanship. Huzzah.
It’s a resoundingly positive ad, never calling out his opponent for his role in leading to the conditions that Warner had to deal with. But few forget that important fact, and it barely even needs to be said. The ad sticks firmly to Warner’s accomplishments, creates an upbeat tone, and lays out his best case for the position. Expect more of this from Warner, as he’s the overwhelming front-runner. It will come down to positive pieces like this and beating back attacks from the unruly, frothing mob called the Republican Party of Virginia.
