Clever Richardson Ads Fueling Early State Rise

by Chris Bowers, Wed May 30, 2007 at 11:42:42 AM EDT

Why is Bill Richardson rising so quickly in both Iowa and New Hampshire? His May bio ads go a long way toward providing an explanation:

Clever stuff, and definitely not typical bio ad boilerplate. The ads get rave reviews from basically everyone:

The ads have gotten widespread praise on the Web for their clever message. It appears Republicans almost wholeheartedly agree.

GOPers rated Richardson's offerings far above average across the board, giving them a 7.2 for their appeal and a 7.6 for their memorability. Respondents are asked to rate the ads in six categories from zero to 10.

Democrats and independents rated the ads even higher, including several marks above 8.0, making them among the best-reviewed ads in the history of the bi-weekly survey.

The ads also scored well among members of the news media, typically the most critical group in the survey, and consultants. Both groups gave the spot marks around 9.0.(...)

Another ad, in which Sen. Chris Dodd (D-Conn.) attempts to establish himself as a leader on getting a withdrawal timetable for the Iraq war, was greeted lukewarmly by Democrats and independents, though slightly above average.

When comparing all the ads, nearly six in 10 Republicans said Richardson's were the most effective, while 32 percent said Thompson's was.

Adwatch has typically avoided commentary on bio ads, which are necessary for a campaign but generally lacking in agenda setting messaging on issues such as Iraq. One thing we have looked for in bio ads has been for candidates to self-identify as Democrats, something which Richardson does not do in these ads. While, to a certain extent, that might explain why these ads do so well among Republicans, I can't imagine such self-identification would hurt him.

The Richardson ads have done well on YouTube. In terms of views, they are competitive with even the top videos from the Clinton, Edwards and Obama campaigns. That is quite an achievement for a candidate who is never considered top-tier, who has comparatively few online supporters to other campaigns, and who probably has a much smaller email list than the other campaigns. These aren't the best ads I have ever seen, and as I already noted I wish they identified him as a Democrat, but they do show potential for political ads that break away from typical frameworks. These ads appear to have produced real results while, for example, more standard ads from Edwards and Dodd have not moved numbers in a noticeable way. For some time now, I have heard many people comment that even though Democrats appear to have deep support in creative industries such as film and technology, for some reason we don't have more creative media than Republicans. Hopefully, this Richardson ad signals the beginning of a trend where our media will become more reflective of the depth of creativity in Blue America.

Tags: Adwatch, Bill Richardson, President 2008 (all tags)

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I like his ads. I like the ones he ran as Gov.

His ads are funny and made you think for a minute.

However, they are a double edged sword in my opinion. On one hand they make people think about his resume. But on the other they don't make him look very Presidential.

by dpANDREWS 2007-05-30 11:46AM | 0 recs

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Re: I like his ads.

Looking presidential seems to be his biggest issue. Well, that and his bass-ackwards tax talking points.

But yeah, neat ads.

by LandStander 2007-05-30 12:01PM | 0 recs

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Re: I like his ads.

I actually respect as bass-ackwards tax talking points. As for looking presidential, I find that kind of buzzwording a little hollow. Looking presidential, favorability ratings... we're not voting for the prom king. A strong resume of real results always trumps a handsome face and touching speech about America's shared values.

Richardson is a fantastic candidate.

by bowiegeek 2007-05-30 12:57PM | 0 recs

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Re: I like his ads.

YOUR not voting for prom king - don't forget about the rest of the rabble.
(see my response to your Open Thread post)

by LandStander 2007-05-30 03:19PM | 0 recs

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Re: I like his ads.

I did. That was a nice response. See mine. I'm not willing to concede that questions of looking presidential or questions of favorability are substantive. They most certainly are not. They're superficial at best and they deserve little praise. And that comes from a supporter of the candidate who came out of the debate looking the most presidential (as those silly polls suggest).

by bowiegeek 2007-05-30 05:52PM | 0 recs

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Re: I like his ads.

I'm not willing to concede that questions of looking presidential or questions of favorability are substantive. They most certainly are not.

Ha - you're right about that!

by LandStander 2007-05-30 10:04PM | 0 recs

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Re: I like his ads. I like the ones he ran as Gov

So far.

While I imagine the idea is to only use these commercials early in the campaign, I think the they could be extended. Over time, have the interviewer actually become impressed. Show Richardson acting presidential (say, giving a speech) and have the interview guy watching from backstage and say something like "man, that guy IS good."

Mix in a few normal commercials, but keep some of these going the full campaign; that's my suggestion.

by Mark Matson 2007-05-30 12:05PM | 0 recs

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Now, if only...

Richardson could do something about his craptastic performance on Meet the Press.

Richardson's Runaround: The New Mexico governor self-destructs on Meet the Press

http://www.slate.com/id/2167195?nav=tap3

It's weird...Richardson seems to have some good bursts (solid Q1 fundraising numbers and netroots love) and then busts (lukewarm debate performance). This is another set of pluses and minuses.

That's not going to cut it to get out of the second tier.

by rashomon 2007-05-30 11:50AM | 0 recs

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It was painful

Even Russert began to feel sorry for him. It was so bad that he even blew the question about baseball, claiming that he's a fan of both the Red Sox and Yankees.

He's got a good resume, good positions on Iraq and climate change, and some good ads. All that's missing is a good candidate.

by david mizner 2007-05-30 12:49PM | 0 recs

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Re: It was painful

For once, David, we can agree. Richardson was just embarrassing. For every "I'm a Western governor! I deal with this all the time," there was a shout-out to the SNL debate with Clinton where he bragged about Arkansas' catching up to Alabama and reaching #49 in adult literacy. Way too much "I'm unvarnished!" to cover up for "I said something stupid."

by Adam B 2007-05-30 07:37PM | 0 recs

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Re: Clever Richardson Ads Fueling Early State Rise

these are great!

by kevin22262 2007-05-30 11:52AM | 0 recs

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Re: Clever Richardson Ads Fueling Early State Rise

They are good because they are funny and they bring attention to his astounding resume... I guess that would easily explain his boost in the polls.

by JeremiahTheMessiah 2007-05-30 12:02PM | 0 recs

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Re: Clever Richardson Ads Fueling Early State Rise

His resume is his problem. Russert pointed that out on "Meet the Press". Nuclear secrets ending up in China while he was in charge of protecting those secrets(Al Gore didnot pick him for VP because of that scandal). The state of New Mexico being ranked at the bottom in the "50 state" ranking system. His blind racism when it comes to Hispanics. Funny commercials cant fix those problems.

by vamonticello 2007-05-30 12:12PM | 0 recs

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Re: Clever Richardson Ads Fueling Early State Rise

"Nuclear secrets ending up in China while he was in charge of protecting those secrets"

He was cleared on this, and there really wasn't even anything connected to him even at the time. Yes he was in "charge" in the sense that he had a position of authority on the issue of the secrets, but it's not like his job was to police every employee about nuclear espionage. That's why we have agencies devoted to intelligence.

"(Al Gore didnot pick him for VP because of that scandal)."

I've never heard that, and would be curious to see who says that. I would have been shocked if Richardson was chosen in 2000, not because of a stupid scandal but because he was still a complete unknown, without as strong a resume, and most recently employed by the Clinton administration which Gore was running from.

"The state of New Mexico being ranked at the bottom in the "50 state" ranking system."

Ranked at the bottom in what? I'm sure they are at the bottom in some things, I'm just curious what specifically you're referring to.

"His blind racism when it comes to Hispanics."

Shut up. If I hear one more person call it "racism" without any apparent ability to understand the importance of historical discrimination in shaping a cultural affinity for those who have faced similar difficulties I think I might just snap.

You want to say that he exercises poor judgment because he gives Hispanics the benefit of the doubt when he ought not, go right ahead. But call it "racism" without any recognition that this is WILDLY different from the discrimination faced by people of color every day of their lives, and you're a troll.

Not to mention the fact that EVERY candidate is guilty of "racism," simply due to the fact that the codes of whiteness undergird our daily lives in ways we simply have no capacity to control. If you don't like how Richardson gives preferences to Hispanics or other people of color, you should be far more concerned with the way every candidate gives preferences to white people. Just because it seems "normal" doesn't make it right. In fact, it makes it all the worse.

by Baldrick 2007-05-30 08:45PM | 0 recs

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Re: Clever Richardson Ads Fueling Early State Rise

Richardson himself acknowledged the fact that Al Gore did not pick him for the VP slot in 2000 because of the China scandal on "Meet the Press". In 2000, Richardson already had been a member of Congress, UN ambassador and he already negotiated with the dictators of North Korea and Iraq, exp. was not his problem in 2000, it was the RESULTS of that experience. The 50 state ranking system results were shown on "Meet The Press".

by vamonticello 2007-05-31 04:19AM | 0 recs

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Re: Clever Richardson Ads Fueling Early State Rise

Great ads, but he wasn't too good on MTP this past Sunday.

by gar2458 2007-05-30 12:28PM | 0 recs

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Re: Clever Richardson Ads Fueling Early State Rise

It was hard to find any bright spots during that interview.

by danIA 2007-05-30 12:35PM | 0 recs

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On Meet the Press he blew any chance to move up

It was remarkably inept. Many comments so far have mentioned it but IMO have not gone far enough. Richardson wouldn't even look at Russert for long stretches, tilting his head down and seemingly talking to the table.

Russert kept him on the defensive throughout and Richardson was amazingly unprepared for the standard Russert tactic, comparing old statements to more recent. Russert will let you speak if you emphasize the wisdom and benefits of your current stance but Richardson got bogged down in trying to explain his old comments, and it only got worse as the show went on.

Then the end was a disaster. Russert tried to loosen it up and give Richardson a break with a baseball segment and Richardson wobbled through a painful explanation that he is both a Yankees and Red Sox fan.

by Gary Kilbride 2007-05-30 01:27PM | 0 recs

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Re: On Meet the Press he blew any chance

i was a huge Bill Richardson supporter...until i saw him on Meet the Press last Sunday. Absolutely horrendous perfomance...

But these ads ARE effective in getting his Resume out there, which is what he's intent on running on...although, as Timmeh pointed out, it might not be as impressive as Richardson would like you to think it is.

Now i'm out of the richardson camp and back into the undecided category.

by freaktown 2007-05-30 01:33PM | 0 recs

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Re: On Meet the Press he blew any chance

I agree, the ads are very good.

On Sunday I missed the original airing of MTP. I saw threads on DU saying Richardson bombed but I didn't open them since I wanted to evaluate for myself. When I watched the replay on CNBC at night, it was worse than my expectation.

by Gary Kilbride 2007-05-30 01:45PM | 0 recs

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Watch the Take 2 Richardson Interview on MTP

In terms of Meet The Press, it's obviously a difficult situation. Russert tries to make the candidates look foolish and the worst thing a candidate can do is get defensive and angry, which Richardson did not do. If anyone thinks Richardson did poorly, he was far better than Edwards who got steamrolled by Russert for his changing views on Iraq.

If you want a fuller picture of Richardson - without relying on political commentators with their biases and when he's not being subjected to one jabbing question after another - watch the Take 2 web only segment of the Meet the Press interview you can find on the MSN website at http://www.msnbc.msn.com/id/3032608/. In it Richardson discusses his approach to diplomacy.

While obviously many disagree, all in all I thought Richardson did fine. So do others. Deborah White of the Liberal Politics Blog on About.com in a posting titled, "Richardson Shines on 'Meet the Press,' Presents Bold Energy Plan," wrote:

"At times lately, I wonder why 2008 presidential candidates dare to appear on NBC's Meet the Press "Meet the Candidate" series. During those hour-long interviews, moderator Tim Russert seeks not to illuminate and interview, but to embarrass, humiliate, unnerve and otherwise surprise... all to generate a headline-grabbing soundbite, I suppose.

It's shock-and-awe interviewing, and it's risky for the candidates. None of the poll-topping 2008 candidates have yet taken the bungee-jump plunge in 2007 on NBC's Meet the Press. The one Republican and three Democrats who have... McCain, Edwards, Biden and Richardson... all judged the national publicity to be worth the risk of fatal campaign humiliation. I'm not sure they were correct...

Gov. Bill Richardson appeared on NBC's Meet the Press last Sunday, May 27, and I thought he fared well in showcasing his extensive experience, and in unequivocally stating his views and plans. I was particularly impressed with Gov. Richardson's bold energy agenda, which is thoughtful, practical and quite aggressive. Bill Richardson was U.S. Energy Secretary (1998-01) under President Bill Clinton, making him the most credible 2008 candidate on energy issues."

To read the full commentary, visit http://usliberals.about.com/b/a/257896.h tm

by Stephen Cassidy 2007-05-30 02:00PM | 0 recs

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Re: Watch the Take 2 Richardson Interview on MTP

While being the U.S. Energy Secretary, Richardson was responsible for LOSING nuclear secrets to China. That does not make him the most credible 2008 candidate on energy issues. He also claimed it was OK for him to work for a company that praised INCREASED gas prices because he needed to make money. He WAS NOT in favor of reducing gas prices because he needed to make a living, now that is hypocritical.

by vamonticello 2007-05-30 02:16PM | 0 recs

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Re: Watch the Take 2 Richardson Interview on MTP

"While being the U.S. Energy Secretary, Richardson was responsible for LOSING nuclear secrets to China."

Do you have proof of that? Wasn't that the claim made by the same Republicans in Congress that voted to impeach Clinton? Did Richardson take a personal computer on a trip to China with secrets on it and leave the notebook at the airport in Beijing?

by Stephen Cassidy 2007-05-30 10:22PM | 0 recs

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Re: Watch the Take 2 Richardson Interview on MTP

Richardson didn't get angry on MTP. I'll give him that. But he was incredibly weak and on the defensive. The one phrase I'll remember is, "But Tim..." He started one response after another with that, before an attempted explanation.

Richardson's performance can be viewed as a positive only if you take isolated issues and agree with his stance on them. It probably looks fine on transcript. If you judge it the way viewers who are unfamiliar with Richardson will, looking for presidential qualities, he bombed.

Heck, even the Red Sox and Yankees fan aspect would be plenty for the GOP to isolate and run in damning commercials. Especially since Richardson didn't say he had a minor rooting interest in both teams. He said his favorite team has always been the Red Sox but he is also a Yankees fan. Frankly, that would make him a laughing stock, a punch line on late night talk shows.

by Gary Kilbride 2007-05-30 02:57PM | 0 recs