Hillary's <i>Mission</i> Statement
The CBS News Political Unit is tracking the latest campaign commercials. Francesca Gessner analyzes a new TV ad by New York Senate contender Hillary Rodham Clinton.
The Ad:
Mission is Hillary Rodham Clinton's third TV ad in the New York Senate race. The 30-second ad features the first lady speaking about health care, education, targeted tax cuts for families and creating new jobs. Mission began airing Tuesday across New York State.
Audio:
(Mrs. Clinton, to camera) "When I started this campaign, I'm not sure I knew quite what to expect and you probably didn't either. But I've tried to stay focused on our common mission - making a difference for people. Lifting up our children with better education and health care. Helping our families with tax cuts for college and long term care. Working to create new jobs. If we reach past our divisions, there's so much we can do working together. I hope you'll give me that chance."
Visual:
The ad shows the first lady sitting in a cozy living room environment speaking directly to the camera. Clinton is wearing a suit with a turquoise cardigan sweater wrapped over her shoulders, accessorized with pearl earrings and necklace. The "Hillary" logo appears in the bottom right hand corner of the screen at the end of the ad.
Fact Check: No inaccuracies.
The Strategy:
Mission is the third in a series of positive ads recently released by Clinton's Senate campaign. Unveiled two days after New York GOP Congressman Rick Lazio jumped into the Empire State's Senate race in place of Rudy Giuliani, Mission highlights popular, centrist issues such as education, health care, and new jobs. The ad aims to present Clinton as a positive, issues-oriented, above the fray candidate in contrast to Lazio, who immediately went on the attack in his announcement speech by calling Clinton a liberal carpetbagger. Democrat Clinton said she was disappointed her opponent was "hurling insults instead of offering ideas," - and this ad clearly attempts to portray the first lady as "the issues candidate." The ad's focus also reflects the Clinton camp's plan to paint Lazio as a conservative Newt Gingrich clone who would gut education and health care. But given Lazio's opening salvo, the two candidates will likely be competing fiercely for the center.