Republican gubernatorial candidate Rod Roberts began television advertising this week on WHO-TV in Des Moines, KCCI-TV in Des Moines, KWWL-TV in Waterloo, KCRG-TV in Cedar Rapids, and Mediacom. Here’s the commercial, called “What I Believe”:
Here is the ad script:
“My name is State Representative Rod Roberts, Republican candidate for governor. I would like to tell you what I believe. I believe we need to create new jobs. I have a plan to bring new businesses to Iowa that will create jobs for thousands of Iowans. I believe we need to cut taxes. Iowans work hard, and they deserve to keep more of their paychecks. I believe we need a pro-family governor who will protect the life of the unborn and defend traditional marriage. And I would respectfully ask for your vote in the June 8 Republican primary election for governor. Thank you.”
This is the ultimate play-it-safe commercial for a Republican. There’s nothing unusual about the message, the music or the visuals (Roberts talking with workers, farmers, surrounded by family). Like the radio ads Roberts ran earlier this year, this is a simple way to introduce the candidate to voters. By comparison, the commercials Terry Branstad has been running for the past month are more slick and probably cost a lot more to produce.
Roberts started the year with lower name recognition and less money to spend than his two rivals for the Republican nomination. I would expect a long-shot candidate to take a few more risks with his limited advertising budget, or at least explain why Iowa Republicans should choose him over the better-known candidates in the race. Maybe Roberts plans to unveil a “comparison” ad closer to the June 8 primary, or maybe he is trying to remain the “nice guy” candidate in case things turn nasty between Terry Branstad and Bob Vander Plaats.
If Roberts isn’t seriously competing to win the primary, this commercial makes more sense. Alluding to abortion and same-sex marriage can help him with the social conservative wing of the GOP, voters Vander Plaats desperately needs in order to upset Branstad in the primary. As I’ve said before, if Roberts didn’t exist, the Branstad campaign might want to invent him. I would not be surprised to see Roberts become Branstad’s running mate.
By the way, Democratic campaign strategist Jeff Link says Roberts would be the toughest candidate for Governor Chet Culver to run against, because he’s a “clean slate” with no “baggage.”
What do you think, Bleeding Heartland readers?
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