With just six days left until election day, we all feel basically like this hysterical little girl — which is why the newest ad from Massachusetts Congressional hopeful Richard Tisei is such a breath of fresh air.
Salty, beach air to be exact.
Tisei’s latest ad shows a peaceful New England beach scene with a lighthouse in the background, complete with sounds of waves lapping on the shore and birds flying overhead.
“Because you need a break from all the campaign ads,” is the tagline at the bottom of the screen.
Rob Willington, partner at SwiftCurrent Strategies, who created the ad, explained that the ad was trying to tap into the fatigue so many voters are feeling at this point in the cycle.
“I work in politics, I’ve worked in politics all my life, but I recognize there are normal people out there who aren’t like us,” said Willington, saying that when he was with family or friends, he often heard people say: “I can’t wait til the election is over.”
“So we wanted to create an ad that was in tune with what real people are thinking,” he said.
Many voters in Massachusetts 6th District, where Tisei is running, have it doubly bad, as many of them are in the part of the state that shares a market with New Hampshire. That means not only are they seeing ads for Massachusetts’ competitive House and Senate races, but they’re also suffering through a barrage of presidential ads targeting their swing state neighbor.
“A lot of political ads try to cram way too much info in a thirty-second spot,” Willington said. “We wanted to let voters know about Richard’s personality,” which, he said, this ad does.
The ad is an attempt to “break through all the noise with some silence,” Willington said.
Tisei, a Republican, is challenging Democratic Rep. John Tierney for his seat. If he wins, he will become the first Republican to be elected to office while openly gay.