Interesting Ads in Maryland Senate Race

The reading in The Sixth Year Itch briefly mentioned the Maryland Senate race, but the advertisements in the race were really interesting and worth looking at. Briefly put, the race was for an open Democratic seat and put Congressman Ben Cardin, the Democrat, against Lieutenant Governor Michael Steele, the Republican. Throughout the campaign Cardin was portrayed as a do nothing boring Congressman while Steele was portrayed as someone who could bring change to Washington because he was different and above partisanship (yes, I admit, I worked for the Steele campaign). Steele began the campaign with his change video, which seemed much more relaxed and conversational compared to normal campaign videos. He then released his puppy ads, which some thought were amusing and others thought were just silly. Steele later released his taking out the trash ad where he harshly criticized Cardin, and for the first time began focusing on Cardin’s negatives compared to Steele’s positives. Steele’s ads look very different compared with Cardin’s. Cardin’s appear typical and boring. Sure, he discusses issues but his ads look like every other Senate ad in the country. The DSCC also got involved and did some of Cardin’s most negative ads. Cardin also emphasized the Bush element. Almost every time you turned on the TV in the DC area you would see an ad with Bush and Steele together; many believe these pictures of Steele and the President cost Steele the election. Towards the end of the campaign the Michael J. Fox ads became important and Steele fought back with personal ads. In the end Steele lost (by a decent margin) because Democratic Maryland wanted another Democratic Senator. However, the election was very interesting. Unlike many places where intense elections were happening and people were sick of seeing campaign ads, in Maryland it was amusing because the ads were constantly changing, and Steele tried to make his ads less boring and more humorous.