Friday, April 25, 2014

Behind the Ad: A very good ad from a GOP Senate candidate in Oregon

Who: The Monica Wehby campaign for U.S. Senate

Where: Oregon

What's going on: Dr. Wehby is a paediatric neurosurgeon who will face three other candidates in the GOP primary on May 20th. The winner will run again Democratic Senator Jeff Merkley (D).  Polling has Merkley with a decent lead over all comers at this point though Republicans are saying that Merkley could be vulnerable over local frustrations with Obamacare and the state exchange in Oregon.

Whatever the politics, the ad is quite stunning.

As The Hill describes it:

[T]titled "Trust," [it] runs a minute long and highlights the story of Lexi Liebelt from Gresham, Ore., whose daughter needed reconstructive surgery on her spinal cord shortly after she was born. In the ad, Liebelt tells the story of how Wehby helped her daughter that day.

Chris Cillizza at The Washington Post calls it one of the best political ads of 2014. It's worth noting in detail his reasons, which are that it:

a) Shows rather than tells how Wehby's background -- she's the head of pediatric neurosurgery at Randall Children's Hospital in Portland -- is decidedly different than most people running for office.

b) Conveys a story -- of a newborn with spinal problems -- that sticks with you.

c) Looks different. The image of Lexi Liebelt, the mom, crying as she recounts the story of how Wehby reassured her that her daughter would be ok is powerful. The shots of the now 12-year old Gabby Liebelt are equally moving.

Grade: For the moment,  I won't get into the curiosity of doctors taking issue with expanded health care coverage. As for the ad, a solid A

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