Negative on the negative ad

So, we now have the "negative ad" from the Allen campaign on the Collins record.

There are lots of scary words like ‘crisis', ‘crippled' and ‘worst,' as well as a collection of really sad faces and mean republican scowls, except of course for Senator Collins who is smiling and wearing her signature red outfit.   Though I don't think that was the intent of the ad.  I think we were supposed to look at her smiling down on the evil George Bush - who, I assume is signing a piece of legislation that Collins managed to get passed while in Washington.  Though, I am quite sure that was not the point of the ad either.

The point of the ad, beyond the Susan Collins is George Bush connection-- is that we need a new direction and we need change. Congressman Allen says just that, as he closes out the ad with, "If you want to change the direction of the country you need to change the leadership in Washington."

There are a lot of problems with this ad.  First, it is definitely the weakest ad in the Allen line-up in terms of specifics. The ad has a cookie cutter feel to it - as if you could drop in any other Senate incumbent in the ad.  All of the previous Allen ads had specifics and were very much Maine-centric. In fact, all of the Allen ads up to this point have been strong, local and very much on message.

Another problem with the ad, concerns the sourcing of the claims on the Senator's record.  In general, I think it is unwise to use the word "all" when stating she supported "all the Bush economic policies". It's just false for starters. She opposed the Bush Budget in 2009, and actually she voted against his budget in 2007 and 2008.  I would have dropped the word "all" from the ad, and cited a few specific examples that would demonstate the impact on Mainer's andtheir wallets.  As for the sources cited in the ad, I am not sure citing a Portland Press Herald editorial -- from over 5 years ago -- passes the straight face test.  And the other source, the debate at Temple Beth El a week ago is just odd.  Did Collins say, "I support all of the Bush Economic Policies?"   Or is that source attributed to Tom Allen saying that about Susan Collins at the debate?   I have to believe if Collins made such a statement, there would be a credible source. 

Finally, I think the mantle of change is tough to own when you have been in Congress for 12 years.  I get the Obama change theme. It works. If the change theme for Congressman Allen is an attempt to ride the coat tails of Obama's continued strong showing here in Maine, then I get it. I'm just not sure if the undecided voter will make that connection.

So, what does work?

In New Hampshire and Oregon, the DSCC is running negative ads that are specific, using social security privatization and big oil tax breaks.  Even though these ads are produced in DC, they are effective and make a strong case against the incumbent.

The bottom line is that this negative ad from the Allen campaign is poorly sourced, has a cookie cutter feel and lacks any specifics.  All of which place this ad a notch or two below that usual quality of the Allen campaign ads to date.