This morning First Read covered Hillary Clinton’s last-ditch negative campaign spot, questioning Barack Obama’s readiness for the job of commander-in-chief. Here’s their write-up:
*** Goin’ negative: We were about to write this morning about our surprise that Clinton hasn’t run a negative ad against Obama in either Ohio or Texas. But then we saw the new Clinton ad in Texas that appeared on TODAY. It goes: “It’s 3am and your children are safe and asleep. But there’s a phone in the White House and it’s ringing. Something’s happening in the world. Your vote will decide who answers that call. Whether it’s someone who already knows the world’s leaders…knows the military…someone tested and ready to lead in a dangerous world. It’s 3am and your children are safe and asleep. Who do you want answering the phone?” Does it remind anyone of that LBJ Daisy ad? Ok, that’s a little extreme… But it sure does raise the specter of fear.
It’s also being compared to the “red phone” ad Mondale put up against the insurgent Gary Hart in 1984.
But it actually reminded me of something else entirely, and much more recent: a campaign mailer put out by AFSCME in support of Clinton in New Hampshire not two months ago. Politico’s Ben Smith was the first to post it; here it is, cropped for clarity/focus:
You could say AFSCME tested the message in a small market before the campaign took it wider. Nothing wrong with that unless it was actually an AFSCME-backed 527, which the campaign would be forbidden from coordinating with. Then again, lifting an argument two months later is hardly a smoking gun.
As to its potency, the AFSCME mailer received a bit of negative coverage in the blogsosphere, but not enough to backfire. This time the stakes are even higher, and the campaign itself is making the risky argument.
If it works, it will no doubt join the ranks of those controversial-but-effective spots (add Reagan’s “Bear in the woods” and 43’s “Wolves” ads in there, too). If it doesn’t, as I expect, it will be quickly forgotten and everyone can get on with blaming Mark Penn for everything.




