Another in our guest series from Inkwell Strategies analyzing the 2012 campaign ad war.
With his campaign in free-fall and the Iowa caucuses looming, Texas Governor Rick Perry is attempting to turn things around with what has been described as a “significant ad buy” in New Hampshire, one of the 2012 campaign’s first major paid media campaigns.
In a strong departure from his glossy and stylish “Proven Leadership” ad, Perry’s new video is stylistically simple. Gone are the melodramatic crescendos and the Hollywood-inspired cinematography. With weak debate performances and a bizarre speech in New Hampshire that led to speculation that he was intoxicated, the new ad is a clear effort to counter the prevailing notion that Perry may not have the gravitas for the presidency. Rather than aiming for Beltway politicos, this ad aims at middle class conservative voters who will ultimately decide the GOP race.