NRCC's radio spot is a real head scratcher

The National Republican Campaign Committee has hit the airwaves with a 60-second radio spot that employs a strategy I just don't understand.

Apparently those inside or close to Dede Scozzafava's campaign don't get it, either. The general consensus from the people I talked to was that few were pleased with the ad. Most, too, felt that it lacked focus. I'm also hearing rumblings of a TV ad with a similar message and tone, but one has yet to materialize on the NRCC's Web site.

Here's the radio ad:

As you heard, the spot attacks Bill Owens for his alleged ties to House Speaker Nancy Pelosi and President Obama during which the Dede Scozzafava's Democratic opponent is named four separate times in the first 39 seconds.

Arguably, one of Mr. Owens' shortfalls is that, because he isn't a sitting legislator, he lacks the name recognition of Ms. Scozzafava. I'm not a professional political strategist, but I'd think that four mentions in the beginning of an ad would help his cause, even if they've got some scuzzy-sounding guy saying it.

UPDATEx2: A reader has pointed out how the male narrator seems to have a New York City accent - perhaps to draw attention to Mr. Owens' own downstate accent in a "one of us versus one of them" sort of way. I think our reader may be onto something.

Now, Ms. Scozzafava is also mentioned four times, but during a 11-second sprint to the end of the spot. We learn she's the "better choice," that she opposed "wasteful spending" in Albany and that she is "against Pelosi's energy tax."

"To stop Pelosi, Dede's the one," the ad concludes.

Gov. Paterson's popularity among voters is low, so I understand trying to play off of that. What I don't understand is the other issue - Ms. Scozzafava's opposition to Pelosi's energy tax. I don't think most people will know what that means. And if they do a little digging they might discover that our last congressman - the one everyone around here holds in high esteem - actually voted for the legislation in question.

I don't understand why the NRCC didn't spend their whole minute on Ms. Scozzafava's health care platform, especially because she has been called the "most articulate" of the three candidates on this very issue. She's also got a pretty thorough position on senior care too.

Instead, they continue to go negative. I say "continue" because they've already had one negative television ad in this campaign so far - and it was against a potential candidate, Darrel Aubertine, who ultimately decided not to run.

Ms. Scozzafava did an amazing thing after that ad aired. She denounced what the NRCC was doing. I've asked Matt Burns, her spokesman, for the candidate's reaction to this piece. Frankly, I'm hoping she says the same thing.

UPDATE: Mr. Burns appears to be distancing the Scozzafava campaign from the piece.

"These ads are produced and decided upon independently of the campaigns and candidates in the 23rd Congressional District," he said. "At the end of the day, this ad misses the most salient issues in the campaign. Dede talked about at length her proposal to reform health care. Bill Owens is still embracing an idea to tax health care benefits. Dede Scozzafava has filed all the necessary paperwork and financial disclosures to be a candidate for the 23rd congressional district. Her opponent, Bill Owens, has refused, to date, to provide the same level of disclosure. The question today shouldn't be about fancy television ads. It should be about when is Bill Owens going to come clean?"

Mr. Burns said his camp would rather see the NRCC save its money than spend it this way.

"It'd be this campaign's preference that all outside entities allow voters to make a decision from what they're hearing from the candidates, not from outside interests," he said.

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Here's the transcript in full:

Man: “Central New York: Surprise! You've got a present. It's from Washington - new candidate for Congress, Bill Owens. Bill Owens is running some slick TV ads, but there's something that he's not telling you - and that's the surprise. What this campaign is really about is keeping Nancy Pelosi in charge in Washington. Owens is ready to back higher taxes and Nancy Pelosi's big spending. Owens is lining up behind the big-spending Obama approach to health care. And he says it'll be his job in Congress to support Obama on the economy and on health care. So enjoy your gift: From Pelosi with love.”

Female: “There's a better choice. Dede Scozzafava. Dede opposed Governor Paterson's wasteful spending in Albany. Dede is against Pelosi's energy tax. To stop Pelosi, Dede's the one.”