When they made this ad, I think, Jeb Bush still assumed he had it all in the bag. With that interpretation of his campaign deader than a Game of Thrones main character in a season finale, the ad seems either way too early or way too late to be effective.
Or, I could just be biased because it’s a Jeb Bush ad. I report, you decide.
The ad’s primary focus is, of course, Jeb Bush’s middle-of-the-road-ness, a quality that Jeb has embraced from the beginning. And why not? It’s not as though he could run to the right of Ted Cruz and look authentic. He’s got a record a mile long and a brother and father who’ve at least influenced his political leanings. Instead, he’s Jeb Bush the problem solver, Jeb Bush the guy children love unconditionally, Jeb Bush the man who will embrace America in a big bear hug and give them a chocolate milk and tell them not to worry their precious little heads because everything is going to be just fine.
Theoretically, Jeb Bush is electable because he is both nothing to nobody and everything to everybody. Fill him with your hopes and dreams and ambitions as you will. The next phase of the Bush Dynasty is more yours to imagine. And did he mention, he’s done this all before successfully? Because he has. Which is, at least, the one thing he can argue makes the Bush dynasty better than the Clinton one.
I’m suitably unimpressed. That said, though, we are only just beginning to see what Jeb looks like on the campaign trail. I do like that he’s refusing to apologize or couch his record in any uncertain terms. He believes in what he says and what he’s done. And unlike Chris Christie, who was this weekend’s top choice at the Mitt Romney Republican Summit, he’s not doing last-minute reforms to pave the way for an argument that he’s on the conservatives’ side. Jeb Bush is who Jeb Bush has always been. This campaign is just a natural progression of that.
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