It’s hard to believe this has already started. Ten months out from the primary election and one GOP primary candidate for Governor is already on the air. The extreme earliness is part of why this Corey Stapleton ad is a problem. When combined with the minute amount of airtime purchased–$15 grand on Monday night football–the ad’s impact is destined for the zero to negative range. It’s like throwing money down the garbage disposal.
After the last web video he produced was criticized for being a poorly executed knock off of the Eminem Chrysler ad, he must have either switched media firms or ordered a change in direction.
But the new ad even worse. Here’s why:
Stapleton is running at a time when generic politicians poll at an all time low. So why would he put up an ad making him look like the very prototype of something people loathe? The generic politician effect is complete with platitudes like “pull ourselves up by the bootstraps” and affected gesturing at :09, :16, and :24.
The ad doesn’t do much for his image. The only thing that stands out in this ad is the wardrobe–and not in a good way. Stapleton is young enough to own this style of stonewashed jeans, but not in-tune enough to know it’s time to stop wearing them. Is it the worst fashion crime ever committed? Of course not. But when you’ve got one shot at a first impression, why make a choice that distracts from your message. At least he didn’t mention his “childhood addiction.”
Back to the script. Stapleton says “America is hurting.” What does that even mean?
What’s hurting is this ad–hurting his chances of being taken seriously. Stapleton ends with the line “I’ll be that kind of governor.” If he means the kind of governor represented by this ad, he’ll be a generic cliche of an unpopular politician–stuck in a past decade with no new ideas since his time in the legislature. Not a TEA Partier, but a stock character of a politician at a time when the state wants anything but.