With depictions of barren land, boarded up homes, empty factories, and desolate scenes of decrepit urban ruin, Perry’s ad tags Obama as “President Zero”, a reference to his creating “zero“ jobs since he has been in office. But after the first half of the ad, a more optimistic tone is set with images of a happier, more pleasant America that include horses galloping through the surf , sun drenched cities, American flags, the statue of liberty, and happy factory workers shaking Perry’s hands. Perry’s point is driven home as you hear him describe the type of leadership that will lead to a thriving America as opposed to the ailing America that President Obama’s leadership has created.
The ad is somewhat reminiscent of the dramatic, quick cutting imagery, and shaky shots done at angles, with jagged audio cuts, and a booming motion picture-like soundtrack that became a staple of Tim Pawlenty’s web ads that he ran during his short-lived presidential campaign. And that is for good reason. It was produced by Lucas Baiano, a 23-year-old video prodigy who was once the director of visual media and film for The Republican Party. Baino also did ads for the Republican Governors Association and in 2008 he cut some spots for Hillary Clinton.
When Tim Pawlenty closed shop, Bainao was scooped up by Perry’s campaign earlier this month.
For his part, Mitt Romney, the man who is seen as Perry’s biggest rival (or vise versa depending on which side you’re on) issued a press release entitled “Governor Sub-Zero,”in response to Perry’s “President Zero”. In the release, Romney’s campaign alleges that that while the US economy produced zero net jobs in August, Texas produced even less. Romney campaign spokeswoman Andrea Saul added
“In his campaign’s latest video, Governor Perry criticizes President Obama for an economy that added zero jobs in August, yet Texas added even fewer and has over a million people unemployed,”
While Romney’s distortion is less accurate than the exaggerations of Perry’s ad, attacking Perry’s record right now is a political necessity. Perry’s three terms as Governor of Texas have outshined the accomplishments of Romney’s one term as Governor of Massachusetts. However, the better strategy for Romney might be to play Perry up as the career politician and himself up as a successful entrepreneur who understands how government works, or in most cases, doesn’t work. But in order for such a strategy to fly, Romney needs to exhibit anti-establishment positions and make bold proposals that don’t just tinker with out arcane tax code, but instead scrap it and do things like create a flat tax. In order for Romney.
Meanwhile, Perry’s ad effectively sets a tone and while it says more about President Obama than himself, it is a good indication that Perry’s campaign does know the issue that can get him votes.
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