If Georgia Senate candidate and former Dollar General and Reebok CEO David Perdue (R) was aiming to set himself apart from a crowded field running for the GOP nomination, then portraying his opponents as screaming babies may have done the trick.
Perdue released the ad, titled "Outsider," on Tuesday. His opponents are represented by crying infants wearing diapers and props -- including t-shirts naming each candidate, to make the identification more explicit -- to signify their connection to Washington, D.C., dysfunction.
"If you like the results coming out of Washington right now then pick one of these four professional politicians," Perdue says in the video. "It really won't matter, because you know nothing will change. But if you're as outraged as I am by the size and scope of our government, by the amount of money they take from our pockets and by the inexcusable, childish behavior exhibited in Washington right now, then I hope you'll give this outsider from Georgia a chance."
Watch the campaign ad above. The babies appear at 2:50.
Reps. Paul Broun (R-Ga.) and Phil Gingrey (R-Ga.), who are both doctors, are represented by babies holding stethoscopes. The baby representing Rep. Jack Kingston (R-Ga.) holds glasses as an identifying accessory. The baby identified as former Georgia Secretary of State Karen Handel (R) wears a necklace and pearl earrings.
"The decision in this election is very simple," Perdue says in a voice-over as the camera cuts to the babies. "If you like the results coming out of Washington right now, then pick one of these four professional politicians. It really won't matter, because you know nothing will change."
The candidates did not return a request for comment as to how they felt about being compared to babies.
Perdue has already put more than a million dollars into his campaign.
The ad was produced by Republican Fred Davis, who is known for attention-grabbing but also controversial political commercials. Davis has produced ads -- which also, perhaps not coincidentally, feature babies -- for Perdue's cousin, former Georgia Gov. Sonny Perdue (R). He also produced the infamous "I am not a witch" ad for Christine O'Donnell's failed bid in 2010 to represent Delaware in the Senate.
The candidates are competing to succeed Sen. Saxby Chambliss (R-Ga.), who is retiring. The primary will be held on May 20.