Political ads these days are a dime a dozen. Most of them look the same, sound the same and have about the same impact on voters: zero.
That's why when a really good one comes along, I like to highlight it. Which brings me to the new ad from New Hampshire Gov. Maggie Hassan (D), who is running for the Senate against Kelly Ayotte (R). Here's the commercial:
The ad tells the story of Hassan's son, Ben, who was born with cerebral palsy -- and the challenges that he and their family faced as a result.
It's obviously a powerful story -- Hassan recounts the thrill she had when Ben got on the bus for school for the first time -- but is also does two other very important things well.
1. It grounds Hassan's reason for going into public service in her own life story. Her realization that it took a community of people working together to help her son was "one of the reasons I got involved in public service," she explains in the commercial. In an era in which people dislike politicians and believe that all of them are in it to sate a need for power, Hassan's ad provides a powerful antidote to that cynicism.
2. Nowhere in the ad is Hassan's party affiliation mentioned. Neither is the office she is seeking. This is a story, fundamentally, about a mother who was -- and is -- looking out for her son. That's a tremendously relatable story that crosses party lines, gender lines and all of the other lines we have drawn to separate ourselves from each other.
That's a heck of a lot to accomplish in the space of 60 seconds. But, this ad does it. And does it superbly.
Kudos to Dixon Davis Media who produced the ad. It's good to see consultants avoiding the cookie-cutter garbage that does neither the candidate nor the voter any good.