Mike Huckabee will be launching a new ad in Iowa, New Hampshire, and South Carolina tomorrow called “What Really Matters.” I think it’s a strong one. In the Christmas-themed ad, Huckabee dons a sweater, and comes across as warm and likable and says he empathizes with voters who are sick of hearing political ads. “At this time of year, sometimes it’s nice to pull aside from all of that,” he says. It’s a nice way of communicating an above the fray image, and subtly suggesting that voters should tune out the negative attacks that are being directed at him, especially in Iowa. He also reinforces his shared values with the base of voters who he is trying to appeal to. “What really matters is the celebration of the birth of Christ and being with our family and our friends.” I think this is also indicative, in a larger sense, of the type of ads we can expect to see given the campaign for Iowa is entering its final stretch during Christmas season. As Des Moines Register columnist David Yepsen put it at a panel I attended recently, “You can’t air attack ads with ‘Silent Night’ playing in the background.”
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