Axios morning email thingie:
Joe Biden today launches an ad, “Fresh Start,” in which a narrator says over a clip of President Trump brandishing the Bible, plus a glimpse of Charlottesville: “This is our chance to put the darkness of the last four years behind us.”
- “And start fresh in America. … We’ve had four years of a president who brings out the worst in America. Isn’t it time we had a president who brought out the best?”
The ad will run in all the core battleground states — Arizona, Florida, North Carolina, Michigan Pennsylvania and Wisconsin.
- Plus Minnesota, Nevada and Ohio — and national cable.
- It’s all part of $47 million Biden will spend this week across TV and digital.
Between the lines: The ad amplifies themes from Biden’s speech in Pittsburgh last week, when he said Trump “fans the flames” of America’s street violence.
I don’t know who this very earnest ad is designed to influence, it’s neither fish nor fowl (or should that be foul?). It starts off mildly attacking and concludes with mild puffery. Even the ominous minor-key soundtrack continues through both parts, instead of becoming uplifting (or switching to a major key) in the Biden part. That’s a YUGE mistake.
They could compare/contrast actual soundbytes, Dawg only knows that Hair Füror gives ’em lots to work with. Even the pictures don’t show Prznint Stupid sneering or worse. It just goes nowhere. When you play chess you don’t slap the King, you KILL HIM.
This ad is boring. It is the video equivalent of those sincere 100-slide Powerpoint decks that Lefties love so much to prove that they are correct. Is there a single image or a single statement in this ad that is memorable? Nope.
At best I’d give this a C. Team Blue can (and MUST) do better. Call the Lincoln Project boys in for a tutorial.
I hope that $47M Ameros includes other ads.