The first Perry TV spot
It opens with an angled shot looking upward at the U.S. Capitol dome, through trees. Over it is superimposed a red line, as if to suggest a graph of an economic indicator, and general direction is down. The effect is very busy without being distracting; there’s a lot going on visually. The word DEFICITS flashes out of the background, in white block letters, growing larger and then imploding to normal size. The same treatment is used for the BAILOUTS, for PORK BARREL SPENDING, and for $12 TRILLION DEBT (announced as “a twelve trillion dollar debt”). Each word is read by a voice-over. The last of these word images is WASHINGTON IS BROKEN. Instead of imploding, the words dissolve into fragments, as if to emphasize “broken.”
A Dallas Morning News headline appears at the bottom of the screen: Positive signs noted in Texas economy. Now it’s the Texas Capitol that flashes on the screen, with a voice-over: “In Texas, Governor Rick Perry proves that conservative leadership works.” The next scene is of Perry attending a ribbon-cutting at what appears to be the new Caterpillar plant in Seguin. He is wearing a blue dress shirt and a red tie and standing before a group of men in company work clothing. All the faces are white. Voice over: “The only governor since World War II to cut general revenue spending–twice.” “Cut general revenue spending twice” appears at the bottom of the screen in smaller white letters. The scene shifts to a bike shop. It’s hard to tell from the video whether the person in the picture is Perry, informally dressed, or a customer. The voice-over says, “Governor Perry kept his promise to reduce taxes for forty thousand small businesses, creating more jobs,” and at the bottom of the screen, “Texas adds 37,900 jobs,” appears in smaller type, along with a reference to a supporting Morning News story. We see Perry in a brown patterned suit and a gold tie, meeting and greeting two workers in hard hats, who could be Hispanic.
A quick shot shows a Perry rally, with supporters holding signs (”Keep Perry,” “Say No to Higher Taxes”). The final scene returns to the original theme. “While Washington gives us politics,” the voice-over says, “Texas delivers results.” The video has WASHINGTON POLITICS superimposed over a view of the Capitol taken over the reflecting pond, with “Washington” in slightly smaller letters. The camera pulls away from the Capitol shot and quickly focuses in an outdoor press conference while “Washington politics” lingers on the screen. The person giving the press conference is Kay Baily Hutchison.
(According to the Hutchison campaign, the press conference followed the Supreme Court’s ruling upholding Second Amendment Rights, and she was speaking in support of the Court’s decision.)
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This is a very effective spot. I give it 9 out of 10. It may be a little too busy in places. It is both positive and negative, positive in setting up Perry’s record, negative in its unspoken but obvious attempt to link Hutchison to Washington. It’s obvious where this is headed. Step one is “Washington is broken.” Step one, the seeds of which have already been planted, is that Kay Bailey Hutchison is the candidate of Washington values. We saw them in the beginning of the commercial: DEFICITS, BAILOUTS, PORK BARREL SPENDING. Step two is probably going to be very unfair — I think a lot of that so-called pork was very important to Texas –but this is a war that is going to be fought in 30-second skirmishes, and so far the Perry campaign has a clear grasp of what its message needs to be and the Hutchison campaign has neither grasp nor message.
The spot “Texas Values” can be viewed at rickperry.org.
Tagged: kay bailey hutchison, rick perry, tv spot.
Venting says:
I haven’t seen the Perry spot yet, but what about the KBH spot? Is anyone else sick of her playing the martyr? “At great risk to all of my wants and needs, I am going to (sigh) do the job you elected me to do. Your welcome.” It reminds me of the parent who pays child support on time wanting a “Parent of the Year” award. Note to KBH: You don’t deserve a pat on the back here. We sent you there to do a job you have (in the middle of a term) decided you don’t want to do anymore. That is your problem. Stop expecting me to shed a tear for how much you care about Texas. You are only doing what you are, in a sense, contractually obligated to do.
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Anonymous says:
I love how the KBH’s spot is about fighting for Texas and she looks like she barely has the energy to spit out the words. hee hee.
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night vs day says:
well said about playing the martyr. makes me sick to my stomach. i’ve seen few politician less genuine than her. it’s all about “me, my, mine”
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Anonymous says:
KBH ad = NyQuil.
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billrider says:
Paul,
I agree that Perry’s ad was good but KBH’s wasn’t what I expected, attacking legislation in the U.S. Senate. I think she has outlined her campaign strategy by attacking Obama and his policies in order to make her the candidate against Obama. This will play great in Texas but won’t take her to the governors office. I see this as a counter to Perry’s Washington attack by pushing the point that the problem isn’t Washington but Obama. This will only take her so far though if she never provides specific solutions on how to better Texas instead of general statements.
Or maybe the ad is just explaining why she is staying in the senate. I don’t know. This campaign is confusing. I’m still waiting for her vision for Texas because this ad sure didn’t do it. I think she missed out on a great opportunity of using the free press given for the first ad to outline her vision for Texas.
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Anonymous Reply:
November 20th, 2009 at 11:03 am
She hasn’t outlined her vision for Texas because the only thing that vision includes is her living in the governor’s mansion. KBH is only cares about herself.
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Jamie says:
The KBH ad plays right into Perry’s strengths and some of Hutchison’s own weaknesses.
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Anonymous says:
Have you seen the poor guy running for Dem gov??? I think the guys running Farouk’s race are the same ones that ran Sanchez’s race for Governor. I guess they ran out of the money they stole from Sanchez and are going steal more from this guy. I mean come on. They should be sued for malpractice. Presidential size tent???? It is all about money and Farouk is going to be taken to the cleaners by corrupt Democrat consultants.
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Boxer Shorts w/ Starch says:
Wow even the KBH shills are quiet this morning. I guess their ad put them to sleep as well.
She should stay put and not run, play the victim card for the rest of her term. Her heart is not in this effort and she has zero passion for the job of Governor. No vision, no plan no clue.
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Anonymous says:
Go away, Kay. Just quietly go away with whatever dignity you can muster.
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Eliot Ness says:
All Kay’s ad does is reinforce Perry’s message about Washington being broke. the problem is that’s where Kay’s ad ends, while Perry gets to tout the progress made in Texas on cutting spending and taxes.
This ad war reminds me of the movie “The Untouchables.” Kay’s campaign thought they were pulling out a knife (albeit a dull knife) with their ad. Perry’s campaign responded with a gun.
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CollinWatcher says:
I’m baffled. Does KBH believe that by redefining the race on her terms that she can win? If she does, then she keeps talking about D.C. and he keeps talking about Texas. Isn’t that why she’s lost 30 points since the beginning of the year.
In some ways, she’s confirming that Washington is broken. Right?
But, in defending her actions in D.C. I think she subtly supports Perry’s message. Paul, do you agree?
KBH has to insert herself in a meaningful way back into the debate about why she should be Governor, not why she’s doing a good job as Senator. I also agree that the energy level of this ad is low, low.
But, if she’s looking for her own positive message and wants something that only she can talk about, then I think Perry will let her go nuts talking about D.C.
KBH: queen of D.C. unable to leave because her country needs her. Laughable. I don’t think she can turn her flip-flop on her resignation into a virtue. I think her ad gets a 1.5 out of 10.
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paulburka Reply:
November 20th, 2009 at 12:10 pm
Too high.
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Briscoe Democrat says:
Burka, I actually liked Perry’s campaign ad so far, but on the State AG race can you confirm what are Abbott’s plans are since everyone else is seeking reelection in the down-ballot statewide offices ?
I have a feeling Abbott is itching for the lieutenant governorship even if Dewhurst is campaigning for a 3rd term (I can’t see him breaking Hobby’s 18-yr. record).
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Anonymous says:
Effective ad, but not a 9. Maybe a 7…and it’s full of deceptive lieholes that a decent campaign on the other side could drive a train through. But that’s not going to happen until someone stands up and calls him out (maybe Farouk?). Sure doesn’t look like that’s gonna be KBH.
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