The Atlantic on Our New Montana Ad

 ·  Elspeth Reeve, The Atlantic   ·   Link to Article


The Ad: VoteVets, "Lucky"

The Issues: Rep. Denny Rehberg, who's challenging Democratic Sen. Jon Tester in Montana, and his compassion for soldiers.

The Message: The progressive veterans' group charges that Rehberg voted against funding for research into prosthetic limbs, which many soldiers need after getting blown up in Iraq and Afghanistan. Rehberg is a "millionaire," the ad says, who voted to raise his pay five times. In other words: this wussy politician thinks his job is more important than soldiers' legs.

Who'll See It: The group is paying $100,000 to air the ad in Missoula, Billings, Butte, and Great Falls,Politico's James Hohmann reports.

Who It's For: Swing voters who might be swayed by ads attacking Tester as too Obama-friendly for Montana.

What Everyone Else Thinks: We need to make tough choices to cut federal spending.

The Effect: The ad is pretty heavy-handed. But it makes Rehberg -- whose ads have portrayed him as anice guy above the partisan fray -- as vain and unwilling to take care of the people who fought in our wars. B+

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