Since 1952, for two generations, TV has been the main arena of competition between presidential candidates, and we've seen and heard some historic things in that time period: a girl plucking daisies before a mushroom cloud in 1964; a promise from Nixon to find an “honorable end” to the war in Vietnam in a commercial that ended with a soldier who had “love” stenciled on his helmet in 1968; Willie Horton in 1988; even Rick Perry wearing the Brokeback Mountain jacket in his disastrous and hilariously parodied 2012 “Strong” commercial.
NPR reported this year that television ad spending in the 2016 race should top $4 billion. But even as the 2010 Citizens United Supreme Court decision opened the floodgates for cash to pour into presidential politics, the 2016 races feels different to me.
Mike Huckabee—where is your “Chuck Norris” ad now? In this presidential election cycle, if you don’t live in Iowa, you might not already be inundated with candidate and PAC TV ads, but trust me, they are out there. Yet, in all the odd twists and turns of this very strange campaign (don’t look to me for an explanation why a blowhard billionaire with a tenuous hold on reality leads the polls in one of our major parties—I too am stumped by Trump), I don’t think that there has been a breakthrough TV ad message.
Indeed, some of the commercials I've seen are frankly just entertaining because they are so silly.
Take for example, this PAC ad endorsing Bobby Jindal. It’s not really loaded with much content except “Bobby is coming up in the polls,” but the meteoric rise it trumpets and praises is all the way to 6 percent. Right after this ad started airing, Jindal disappeared from the race completely. I guess he was rising so face he just raptured out of here.
Hillary, a hard-nosed politician and policy wonk of long standing, is toting a softer, "vote for grandma" message in this commercial:
Bernie Sanders, on the other hand, wants you to know that the economy is rigged in this ad. It takes a socialist to change America, I suppose, except I am not sure Middle America will ever vote for a socialist, even if he’s got a catchy slogan like “Feel the Bern.” We've certainly changed the tone of our campaigns since “I Like Ike.”
Jeb, whose poll numbers remain stubbornly low but who has the cash to keep running for some time anyway, actually takes a jab at Trump in this online ad—which I have not seen on Iowa TV, but wonder if I will should Trump’s numbers stay up:
Anyway, as noted, despite a record amount of cash pouring into the coffers of Iowa television stations, I am not sure advertising as yet has moved the needle this year. The mood of the electorate is very down, as world events prove too chilling. As a nation, we seem to be losing the middle.
I don’t want us to descend into multiple warring political factions, and I suppose the roughness of the current political rhetoric might be too easy to be alarmed at. But, how odd it is to feel nostalgic for 2012, when this was one of the hard-hitting ads of the campaign season:
To be fair, I'm not sure all of the ads I'm showing have aired on TV. I saw then on the Internet. Iowans, which have you seen on your home screen? Anyway, I want your help, legions of the Internet. What are your favorite or least favorite ads of the 2016 presidential race so far, and why? Please embed a link with your comment, so we can all share the fun.
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