Republican gubernatorial candidate Rod Roberts began television advertising this week on WHO-TV in Des Moines, KCCI-TV in Des Moines, KWWL-TV in Waterloo, KCRG-TV in Cedar Rapids, and Mediacom. Here’s the commercial, called “What I Believe”:
Here is the ad script:
“My name is State Representative Rod Roberts, Republican candidate for governor. I would like to tell you what I believe. I believe we need to create new jobs. I have a plan to bring new businesses to Iowa that will create jobs for thousands of Iowans. I believe we need to cut taxes. Iowans work hard, and they deserve to keep more of their paychecks. I believe we need a pro-family governor who will protect the life of the unborn and defend traditional marriage. And I would respectfully ask for your vote in the June 8 Republican primary election for governor. Thank you.”
This is the ultimate play-it-safe commercial for a Republican. There’s nothing unusual about the message, the music or the visuals (Roberts talking with workers, farmers, surrounded by family). Like the radio ads Roberts ran earlier this year, this is a simple way to introduce the candidate to voters. By comparison, the commercials Terry Branstad has been running for the past month are more slick and probably cost a lot more to produce.
Roberts started the year with lower name recognition and less money to spend than his two rivals for the Republican nomination. I would expect a long-shot candidate to take a few more risks with his limited advertising budget, or at least explain why Iowa Republicans should choose him over the better-known candidates in the race. Maybe Roberts plans to unveil a “comparison” ad closer to the June 8 primary, or maybe he is trying to remain the “nice guy” candidate in case things turn nasty between Terry Branstad and Bob Vander Plaats.
If Roberts isn’t seriously competing to win the primary, this commercial makes more sense. Alluding to abortion and same-sex marriage can help him with the social conservative wing of the GOP, voters Vander Plaats desperately needs in order to upset Branstad in the primary. As I’ve said before, if Roberts didn’t exist, the Branstad campaign might want to invent him. I would not be surprised to see Roberts become Branstad’s running mate.
By the way, Democratic campaign strategist Jeff Link says Roberts would be the toughest candidate for Governor Chet Culver to run against, because he’s a “clean slate” with no “baggage.”
What do you think, Bleeding Heartland readers?
8 Comments
I think the baggage argument makes sense
Plus, Roberts is one of the nicest guys you could ever meet.
However, kindness is not everything. You need some “fire in your belly”, a criticism leveled at Fred Thompson back in the fall of 2007.
I’m not saying he doesn’t have it at all, but if he does, he could let it shine through a bit more. You need at least some fire or passion that is manifest.
It’s tough to recall a “gentle” (or even gentile) chief executive.
Actually, scratch that. Of the last 10 presidents, Jimmy Carter would have been the most gentile. It didn’t work out too well for him, though.
ghbraves Tue 11 May 3:18 PM
campaign strategist?
don’t you mean “debunked campaign strategist Jeff Link” who singlehandledly crashed and burned the Project Destiny vote he was paid to run by putting the fake picture of the little old lady in the nursing home that wss supposedly going “to save so very much in property taxes…” on the campaign brochure?
Link’s reputation went completely in the toilet after that debacle.
mirage Tue 11 May 3:45 PM
that referendum was never going to pass
Republican-oriented business groups opposed it, as did labor unions. In a low-turnout summer referendum environment, that was deadly. If memory serves, the yes vote was below 20 percent. You can’t pin that big a loss on a mistake by a campaign operative.
desmoinesdem Tue 11 May 9:25 PM
B+
Not a bad introduction ad, not at all. Good production values, puts his name out there, a nice mix of scenes. I thought the “I believe we need a pro-family governor who will protect the life of the unborn and defend traditional marriage” line was an especially nice touch. It plays well for the primary crowd, but isn’t likely to turn off most independents.
I take off points for the “guy in a suit walking around a cattle lot” shot. Rookie mistake. Political ads 101. Everyone knows a dress shirt and jeans or khakis is the outfit for your “farm shots”. Also, the folks around the kitchen table had a bit of a “deer in the headlights” look about them, but that’s hard to avoid.
american007 Tue 11 May 4:06 PM
Good ad
There simply isn’t enough time for Roberts to build the necessary name identification.
Unfortunately in politics, you almost have to kick, scream, etc. in order to get noticed in politics or at least have some baggage. I prefer the Roberts approach to campaigning as a voter because we don’t need the circus, but if I were consulting his campaign I would tell him to at least point out how Bob and Terry are just using talking points.
Narcisse, who I disagree with on a host of issues was correct in pointing out that Terry and Bob didn’t know what they were talking about.
Way to stick to the relevant topics mirage. If dmd wanted to discuss Jeff Link’s issues she would have. Bob Ney and Eric Massa may be somewhat disgraced, but that doesn’t mean they can’t shed light on crucial subjects.
moderateiadem Tue 11 May 4:15 PM
unfortunately
Roberts is also using some lame talking points, like claiming we could save $90 million by cutting off services to illegal immigrants and referring to a so-called big budget deficit that doesn’t exist.
desmoinesdem Tue 11 May 9:29 PM
sorry moderateiadem.....it happens...
..anytime Jeff Link is brought up as a “credible” strategist these days, i get a little sick to my stomach. I know a LOT of professional strategists that truly deserve the title, the admiration, and have more than earned the right to credible opinion.
Link, with his pathetic performance as the highly paid project destiny poobah deserves every bit of scorn for the many fibs in that campaign he pushed, and the resulting future years of damage it will no doubt cause the GDPartnership and this entire metro area in any future proposal.
mirage Tue 11 May 5:41 PM
Rod Roberts
I really don’t think Rod Roberts has what it takes to be governor. If Terry Branstad wins the primary I predict he will chose Roberts for his running mate. Terry Branstad has always run well amongst Catholic Democratic Carroll county due to his anti-abortion stance. Terry wants that support again. In Carroll County an anti-abortion stance can trump anything else a candidate can present or do. Terry B. along with Roberts want to say they get support from Democrats. Actually Carroll County hasn’t had good Democratic candidates for state rep since Peterson, Drees and Blanshan. Roberts came into Carroll County to promote his religion and thus became well known because he went from house to house. Carroll has a lot of wannabees and Roberts is one of those people.
beetwinemaker Wed 12 May 10:03 PM