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Christine O'Donnell's New TV Ad: 'I'm Not a Witch . . . I'm You'

1 year ago
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Delaware GOP Senate candidate Christine O'Donnell is out with a terrific new ad.

Hoping to convince voters that she is a serious candidate, the ad features O'Donnell, wearing a black blazer and a pearl necklace, simply talking to the camera with soft music in the background.

Absent are images of flags or farmers or hard-working Americans -- or any of the techniques often employed in campaign ads. Instead, obliquely addressing the revelations, gaffes and scandals that have plagued her campaign thus far (including the fact that she "dabbled into witchcraft"), O'Donnell says things like, "I"m not a witch. I'm nothing you've heard. I'm you."

She goes on to say that "none of us are perfect."

If you ask me, the ad is spot on. It accomplishes exactly what O'Donnell needs to do -- it helps put the gaffes behind her, and reassures voters that she passes the credibility test. Some strategists, no doubt, would have advised her to ignore her problems, or simply go on the attack. That would have been a mistake.

It's hard to think someone is "crazy" or "fringey" when they've looked you in the eye and told you their story. And the campaign is clearly seeking to play up what is perhaps their most valuable commodity -- O'Donnell's charisma and likability.

It's worth noting that the words "I'm you" are repeated at the end of the ad.

The goal, of course, is to make the point that all of us have problems. We've all missed a house payment, or two (after all, times are hard). But the politicians in Washington are the real problem.

This strikes me as a home run.

Watch the ad here:




H/t Aaron Blake

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7 Comments

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amack

I agree people make mistakes and we all hope to learn from them. However, what I have heard from your past are not mistakes but your opinion on life and the people you have met. This makes you very dangerous person to have in a place of power. Not everyone in this country is a Christian including my family. If you get elected into the senate it will be extremely harmful for all people christian or otherwise. We don't need any more Christian politicians to force their beliefs on us. If you want to help this country out then leave your religious beliefs out of it. Morality has nothing to do with religion.

October 23 2010 at 10:57 AM Report abuse rate up rate down Reply
nkeithf

This ad totally creeps me out. She's NOT me...and the way she says that she is is almost like somebody with Borderline Personality Disorder who doesn't know WHO she is. There's also a certain Stepford Wife quality to it that disturbs me.

October 22 2010 at 12:28 AM Report abuse rate up rate down Reply
julianellem

This is the dumbest ad I've ever seen. How can you validate a ridiculous claim such as being a witch by speaking straight to it? OF COURSE YOU'RE NOT A WITCH, there's no such THING as witches! All this does is add fuel to the fire. Unreal.

October 13 2010 at 10:11 AM Report abuse +1 rate up rate down Reply
lpjam1

Hey Jerry, perhaps you think a self described marxist is more senate worthy than a person that has actually experienced some of life's hardships? I think your priorities are pretty whacked out to think like that. If you are a marxist as well, that explains a couple of things, but she has a message, she has the desire to make a difference in a positive way and I'm willing to overlook her mistakes of the past. It only proves that she's human, she's faced her demons and has overcome them. That's the kind of person I want in Washington, not a self described marxist.

October 05 2010 at 9:49 AM Report abuse +2 rate up rate down Reply
tausands

She's not me....I don't take money that isn't mine to pay my debts. I work for my living. Perhaps she should try that..but, not in the Senate. Try doing something more suitable to her talents...I'm sure Fox News could use another pretty face.

October 04 2010 at 9:46 PM Report abuse -4 rate up rate down Reply
pattaylore

Brilliant. Nothing like hearing the truth. No excuses, no Oscar worthy tearful apology, no attack dogs and no frills or distraction. I have no idea if it will work but I have to hand it to her campaign. It was remarkably different from what we've seen in the past, and let's face it. For better or worse, it was refreshing.

October 04 2010 at 8:41 PM Report abuse +7 rate up rate down Reply
1 reply to pattaylore's comment
Jerry

Brilliant if you think that everyone's imperfection are equal. There is a spectrum of human imperfection ranging from Mother Theresa to Hitler. I'd say her behavior and personal history put her in the lower range of imperfection and that doesn't measure up to Senate material. I'm not even taking into account her wacky political/social views or the fact that she is hiding from the media.

October 04 2010 at 10:55 PM Report abuse -3 rate up rate down Reply

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