The most low-key campaign ad ever

October 31, 2012

One congressional candidate has shelved the political message in his latest ad for ... the beach.

Richard Tisei, a Massachusetts Republican challenging incumbent Rep. John Tierney (D) in a U.S. House district north of Boston, has released a 30-second commercial that is a single video shot, with sound, of the lapping waves along Good Harbor Beach in Gloucester, Mass.

Aside from a watermark of the candidate, the ad's only words are " ... because you need a break from all the campaign ads."

Particularly as this election season heads to the finish, "I figured the best way to break through the noise was to use silence, and to show a little humor, too,'' Rob Willington, a Tisei campaign media adviser, said in an e-mail. "A lot of the voters are tired of the nonstop political ads.''

Another benefit: The commercial promotes a beach in the district.

Tisei has a chance to make history. If he defeats the scandal-plagued Tierney, he will be the first Republican to win a House seat in the Bay State in 16 years.

David Beard is a writer, editor and director of digital content for The Post. He also edits The Optimist, a weekly e-newsletter, and has been a foreign correspondent.
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