Political Equinox

This is Third District Democratic Congressional Candidate Michael Montagano’s first commercial. Here’s some reasons why it is effective in fulfilling its objective:

Increase Name Recognition

Mike’s a great guy and will make an excellent congressman - but he needs to up his name recognition throughout the district. He’s been everywhere during the last few months – from the many festivals that take place in almost every Hoosier town during the summer to the various Democratic Party gatherings all over the district, he has diligently went out and met with the people and introduce himself personally to residents of the Third District (something his opponent has not had the courtesy of doing…but what would you expect from a Bush lackey?). Unfortunately, pounding pavement only gets you so far.

That is where a healthy media buy comes in. The ad above is an introduction of Mike to the Third District. With the very impressive campaign war chest he has already amassed, he has the fiscal strength to do just that. With the high negative polling numbers of his George Bush lapdog of an opponent and the potential for Indiana to “go blue” for the first time since 1964, maybe a simple introduction could be the breakout Mike needs to compete heavily for the district in the fall.

What Mike Stands For

The ad also does a great job associating words with Mike (“respect, responsibility and honesty”). More importantly, it communicates to voters an issue of great importance to many in the Third District – Mike is pro-life. By making this notion unambiguously clear at the advent of the serious general election campaign season it will make it difficult for the smearing Republicans at the RNC to call him a “baby killing Democrat” as the election season winds on.

It’s (moderately) Funny

There’s another facet of introduction that may be even more basic than his issues or values – how to say his last name. From the beginning of the race, individuals of media prominence have butchered his last name. Whether its local news anchors or (most recently) Barack Obama in Elkhart, Montagano (pronounced Mon-TAG-a-no) is a very difficult name to pronounce – especially if you are reading it off of a note card or news copy for the first time. The campaign used repetitive gaffe to drill the name into voters’ heads – not a bad idea.

All in all the TV ad was a good investment. I would say the only small drawback could be the use of his parents in the ad, as their presence may emphasize his youth. But hey - I’d take youthful vigor over a stale Bush henchman any day.

Tags: Barack Obama, Bush, candidate, Congress, george bush, hoosier, IRS, obama, republican