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Stewart J. Lawrence

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Channeling Reagan? Newt's Iowa TV Ad Is a Real Winner

Posted: 12/06/11 09:22 AM ET

Anyone who doubts whether Newt Gingrich is a serious contender for the GOP presidential nomination should take a look at his latest television ad, entitled "Rebuilding the America We Love." It's just started to run in Iowa, where two recent polls, including the prestigious Des Moines Register poll, show the former House speaker slightly ahead of the pack, with Mitt Romney trailing by 8-9 points, depending on the poll.

The Washington Post has described Newt's 60-second spot as "uplifting and patriotic," which it is, but it's the portrayal of Newt himself that is likely to resonate most. Gone is the feisty firebrand and cranky political thespian of decades past. This is Newt the soft-spoken and avuncular "caretaker" of the national interest, smiling affably and speaking in calmly reassuring tones. Even if you don't particularly like Gingrich, it's a convincing, nearly pitch-perfect, bravura performance.

The ad begins, almost David Lynch-like, with scenes of small-town America, panning in slow motion at times, most effectively, when a large hand is shown in close-up gently sweeping over a wheat field, suggesting a wise farmer -- or perhaps the hand of the Almighty himself? -- tending to his precious crop. You may not realize it when you watch this unusually evocative image -- one of several in the ad -- but that's very likely Newt's own hand on camera, and the wind-blown golden harvest beneath it is the proverbial "amber wave of grain" meant to symbolize the resurgence of the American heartland, overseen, of course, by the very white-haired shepherd who once angrily shut the entire federal government down.

But that was yesteryear, of course. A leading Democratic pollster, Peter Hart, recently conducted focus groups with Republican voters and made an astonishing discovery: voters, when asked which family member Newt most reminded them of, said their "good uncle" or their "kindly grandfather." However, when asked who Mitt Romney most reminded them of, it was their "Dad who was never home" And no wonder: Romney has consistently ducked any venue where he might be asked to defend some of his more controversial positions in depth, including a social issues forum several weeks ago where Gingrich, to the surprise of many, outshone the GOP field.

Despite his pointed comments on the need for a more realistic immigration policy, and his more recent equivocations on abortion, Iowans who see both issues as something of a litmus test for conservatives haven't yet punished Newt for his "apostasy." His numbers in Iowa have dipped slightly over the past two weeks, but no one, except Ron Paul, perhaps has managed to capitalize on that opening, and he's done so just modestly.

Gingrich's new ad is bound to remind some observers of another well-known conservative figure who took to the national airwaves with campaign ads that evoked America's enduring national heritage with the same calm and steady reassurance: Ronald Reagan. The Gipper's memorable 1984 spot, "It's Morning in America," contained many of the same scenes and images as the Gingrich ad, but Gingrich does the former president one or two better. His use of women, for example, is especially subtle and effective. A young single mother appears with her child in school nestled around a laptop computer, while female business executives are shown striding confidently through an office building lobby. And later, a stylishly dressed blonde appears at some length as a floral designer, adding what appears to be a high-end, horticultural "grace note" of sorts.

That attractive blonde figure, and the way the camera seems to linger affectionately upon her, may even remind viewers of Newt's current wife Callista, who dated him as a young staffer when Gingrich was still married to his second wife, Marianne. My, how times -- and love -- have changed. Back in the day, Newt the rascallion might have asked this same young professional woman to dinner. Now, having mellowed with age, apparently, he really just wants her vote.
 
Anyone who doubts whether Newt Gingrich is a serious contender for the GOP presidential nomination should take a look at his latest television ad, entitled "Rebuilding the America We Love." It's jus...
Anyone who doubts whether Newt Gingrich is a serious contender for the GOP presidential nomination should take a look at his latest television ad, entitled "Rebuilding the America We Love." It's jus...
 
 
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Stewart J. Lawrence
Veteran policy analyst and news journalist
01:10 PM on 12/10/2011
Here's the article on the Pew poll:

http://www.newsmax.com/InsideCover/BillClinton-Pew-ranking-record/2011/03/24/id/390592
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Stewart J. Lawrence
Veteran policy analyst and news journalist
01:10 PM on 12/10/2011
http://www.thedailybeast.com/newsweek/blogs/the-gaggle/2010/09/29/why-is-bill-clinton-so-much-more-popular-than-barack-obama.html

THE CLINTONS STILL ROCK - APPARENTLY

A September 2010 Daily Beast article on Bill Clinton's continuing high favorability ratings, relative to Obama, even though, as the article suggests, "they are pursuing the same policies."

A more recent (March 2011) article on a Pew poll noting that Clinton's favorability rating has skyrocketed to 67% with just 29% having a negative opinion. Even 40% of Republicans view Clinton favorably

People are already familiar, no doubt, with polls showing that Hillary is the most popular person in the Obama administration, with much higher favorability ratings.

If history is any judge, voters do tend to view past presidents more favorably than they did when they were in office - but neither Bill nor Hillary has disappeared.
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Stewart J. Lawrence
Veteran policy analyst and news journalist
11:41 PM on 12/09/2011
It's late Friday, I've had an exhausting week, so forgive my impertience, but after listening to Obama and the GOP dwarves for so long, I have to ask --

If you had your druthers, and the Constituion permitted it, would you vote for BILL CLINTON for a third term as president?

Yes or No?

Froget about his horndog ways, becauyse the thruth is, I don't care. I've always considered thyat a perk of power, and would gladly welcome a Nikky Haley type on the female saide he may not have finisahed sowing her wild oats, weiother.

Second, don't you think most of the country would gladyl see BIL TAKE ANOTHER CRACK AT IT?
anthonyve
An exmilitary, excorporate Aussie
05:21 AM on 12/09/2011
Newt only has a chance if Americans are willing to forget the I word - integrity.
Anthony
http://www.observationpoint.com.au
08:50 PM on 12/08/2011
This is when the Dems should put an ad up an with a poor 9 year kid pushing a janitor's mop and scrubing a toilet because that is the real newt's America! As a 105 pound woman I took a part time janitors job and the school's dry and wet mops weighed more than me and I ended up in the hospital that night and that was the end of that job.
11:10 PM on 12/08/2011
Wow, I've never seen a mop weighing over 100 lbs. You may be able to sue over that one...
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Stewart J. Lawrence
Veteran policy analyst and news journalist
12:14 PM on 12/09/2011
Ruben Navarrette, no knee-jerk Republican, had this to say in a recent column for CNN --
http://www.cnn.com/2011/12/07/opinion/navarrette-newt-gingrich/index.html

"You can say these unemployed black teenagers are helpless victims and the system is working against them. Or you can say that many of these teenagers are unemployable because no one ever taught them the skills necessary to hold down a job.

Gingrich thinks government should have a hand in creating a "pathway to work" so "people get in the work habit and learn the skills to be successful."

I can't imagine Mitt Romney saying these things; he's too busy telling people what they want to hear to tell them what they need to hear. This subject is as important as they come, and Gingrich deserves credit for kicking off the discussion, especially since he was sure to be pummeled for stating the obvious.

Here's the obvious: Americans have lost their work ethic, and some never had one to lose. They grow up -- or put more precisely, they're raised -- thinking of so many jobs as beneath them that they wake up one day not knowing how to do any job.
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petuniafish
This little piggie is a libbie
07:28 PM on 12/08/2011
All I could think of during all that sappy music and schmaltzy visuals was the
truth about Newt....stolen hours with Callista in a Buick, meltdown over not being
invited to the front of Air Force One, and quotes like this one:

"I want to shift the entire planet. And I’m doing it. I am now a famous person. I represent real power.”
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Stewart J. Lawrence
Veteran policy analyst and news journalist
12:08 PM on 12/09/2011
Sounds like something Obama would say - and in fact, half my professional friends who acquire any measure of status and influence - however illusory. Welcome to humanity.
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petuniafish
This little piggie is a libbie
12:24 PM on 12/09/2011
Obama didn't say it. Obama has filters. Newt has a pattern of evoking lofty images of himself which are scoffed at by even his republican peers. According to the Journal of Psychiatric Medicine "welcome to" whatever's are often spoken by those who also have a bloated sense of self importance.
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Stewart J. Lawrence
Veteran policy analyst and news journalist
03:27 PM on 12/07/2011
The campaign has since changed the music to the video. It's not as compelling now - that is, if you found the original compelling. The campaign says the original music was borrowed from "Rudy."

Apparently, all of newt's adds will draw on "underdog" themes for the music. Expect to hear "Rocky" and others.
12:47 PM on 12/07/2011
It is a great ad. He has the courage to remind everyone that we live in a great country despite the fact that we have drifted in the wrong direction for about 80 years. Quite different from the tone set by Barack Obama and his wife, who only found herself proud of America when they vote in a president for his skin color.
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Artanis71
Colbert Super PAC unleashed in 2012
07:41 PM on 12/07/2011
Wow, thanks for the laugh "courage to remind everyone that we live in a great country", such impressive courage...

Really though 80 years in the wrong direction, that includes Reagan, Kennedy, who were beloved by this country and 80 years ago was the great depression.

Seriously though, the courage comment did give me a little laugh.
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Stewart J. Lawrence
Veteran policy analyst and news journalist
09:47 PM on 12/07/2011
I was wondering about those 80 years myself. I take it that Chris means FDR and forward, that is, the entire era in which New Deal liberalism was forged? It's true, we still live in this era for the most part, with lots of rebellion, especially since the 1980s?

I wonder if Newt himself would go back that far - actually I suspect not.
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tacevad
American SS Card Carrying Socialist
12:07 PM on 12/07/2011
performer/actor/charlatan all good descriptions of Newt..too bad Public Servant isn't among any that fit
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Stewart J. Lawrence
Veteran policy analyst and news journalist
03:33 PM on 12/07/2011
We can disagree on whether Newt Gingrich has sterling character - or anyone does for that matter. It sounds like Gingrich has copped to some of his "quirks," shall we say, and owned up, at least indirectly to past error. However, what makes for a public servant? The term is bandied about as if its meaning is obvious - as well as the qualifications?

In moral terms, and in political terms, Gingrich is no less of such a servant than say, Bill Clinton? Or Ted Kennedy? Both womanizers, and in Kennedy's case, an alcoholic. Sadly, Kennedy literally killed a woman, and had he not been a Kennedy, might well have done time.

Though even his opponents would describe him as a "Lion of the Senate," perhaps one of the best we've ever had. He met a woman, Vickie Reggio, who helped him clean up his act - at last.

Bubba has Hillary, who did just what she said she wouldn't do - "stand by her man."

So, when you get right down to it, what are you saying? A Republican, by definition, is less of a public servant?
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tacevad
American SS Card Carrying Socialist
04:39 PM on 12/07/2011
the meaning of the term "Public Servant" IS obvious to most people... public as in ALL servant as in supplying a service. unlike most republican politicians on the national level where they think their job is to serve only backers or in Newt's case himself
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03:42 AM on 12/09/2011
Yes, because a Republican is a lot more hypocritical.

Witness the saga of Weiner, and then Cain.

Clinton and Newt.

David Vitter, Schwarzenegger, Jeff Miller, Ensign, Mark Foley, Jack Ryan, Larry Craig, Bob Livingston, Helen Chenoweth, Bob Packwood, Strom Thurmond, Ken Calvert, Jim Bunn, Neil Goldschmidt, and Mark Sanford vs... Barney Frank?

And who do they talk about, today?

Clinton.
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Giulia Gouge
sociall media consultant, wife, mom,
02:03 PM on 12/06/2011
Well I don't see any children working in sweatshops, so he must be a good guy.
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Stewart J. Lawrence
Veteran policy analyst and news journalist
06:28 PM on 12/06/2011
I hadn't thought of it that way.

Actually, It's Ron Paul who is the big Ayn Rand fan?

I wonder if he practices yoga.
jhNY
Mercy.
01:32 PM on 12/06/2011
"Back in the day, Newt the rascallion might have asked this same young professional woman to dinner. " Or at the very least invite her to a skull session in the parking lot.

BTW I prefer the variant 'rapscallion', as it conjures up the image of a fast-talking onion, which though white-headed and many-layered, still stinks up close.
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petuniafish
This little piggie is a libbie
07:11 PM on 12/08/2011
YOU should be writing Obama's ads as it looks more probable he'll face Newt. At the very least
you should be writing for The Daily Show.
What a great visual of Newt the Fast Talking Onion!
F&F.
jhNY
Mercy.
11:56 AM on 12/09/2011
Thank you very much!
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Daryl Pienta
Not a fan of the far righ...errr. wrong wing
01:05 PM on 12/06/2011
who watches these ads. I never watch any of them left right or center. I mute fast forward or change the channel for every single one of them
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Stewart J. Lawrence
Veteran policy analyst and news journalist
03:56 PM on 12/06/2011
Well, it's pitched to folks in Iowa, and it's just the first "framing" ad. Heeeeere's Newt, and here's how much he loves the America heartland, just like you. Noteworthy for not mentioning God or faith, as he apparently is looking to the general election, even here. I don't believe there's a single church in the ad, actually, something worth noting.
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EspritDeVoltaire
K Street PR firm board member
12:59 PM on 12/06/2011
A great ad for the 1980s. Today, not so much.
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Stewart J. Lawrence
Veteran policy analyst and news journalist
04:02 PM on 12/06/2011
Perhaps, though I did try to point to what I consider the most "modern" elements. Laptop, women on suits, and that stylish blonde floral arranger, an interesting touch. It's one ad, and its main purpose is to say, this is Newt. This is my persona. Reagan's ad never did that. It had an authoritative, matter-of-fact, third person narrator.

I think he's also pre-empting, or trying to pre-empt, the expected onslaught against his character. Future ads of his will likely be much different. This is Iowa - and it's the retail aspect he needs to get into more now, the telephone trees, and the establishment of a get out the vote for the caucuses.

Right now, RonPaul, Rick Santorum and Bachmann are all stronger in these areas. Gingrich is out-polling them, Santourm and Bachmann by a mile, but based on organization alone, I suspect Paul would probably win if the caucuses were tomorrow.
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10:52 AM on 12/06/2011
If this is good , then America really deserves what it gets.
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Bart DePalma
Bart DePalma
10:24 AM on 12/06/2011
Remarkably, the former bomb thrower Gingrich has also adopted Reagan's 11th Commandment - Thou shall not speak ill of another Republican. After he gained the lead in the polls and his opponents started sniping at him, Gingrich actually ordered his staff not to respond in kind, then went on Hannity and took time to find something to compliment about each of his major opponents.

It is pretty clear that Gingrich plans to employ the Reagan election playbook in full. It will be interesting to see if it still works in the current mud storm.
12:03 PM on 12/06/2011
Probably will, worked two times before.
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Stewart J. Lawrence
Veteran policy analyst and news journalist
04:10 PM on 12/06/2011
He's actually borrowing from Reagan RE-election, at least with this ad. However, yes, it does appear that he's going for the persona more than anything else. Peter Hart was apparently shocked at what he heard during those focus groups. However, conservatives have known these kinds of things for eons. And you would think that the Democrats would know them from Obama's successful run - which was all about the triumph of persona - and broad message - over real issues and a specific agenda.

I find the response to Gingrich from the mainstream media and career politicians in both parties to be baffling. Most people don't remember Gingrich from the 1990s. Most people don't remember last year's Lost episodes.

Gingrich has all the flair and rebel yell of the Tea Partiers, but his "experience," which Dems seem to think is such a liability, indicating that he's such a "Washington insider," is likely to convince many people that unlike Bachmann or Cain, he actually knows how to get things done.

That's why he's soaring, he's BROKEN THE CODE.
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DaCoach
01:09 AM on 12/07/2011
I'm reminded of the effect of putting lipstick on a pig. In the end, a prudent man still recognizes the essence of the animal.