Can you have too much message?

This ad just leaves me… I don’t know, kinda flat. The message is right, and it seems like it’s on-message, but I wonder if it’s on-emotion?

I know it looks like an interview, but it sounds like talking points. Is it a case of too much message? Or just the wrong emotional delivery? The story doesn’t feel personal.  

BTW, the McAuliffe campaign is up with this minute long ad:

It’s better, though I’m a little confused by the details. Still I think it works better than the social security ad, especially at the end. I think it’s a smart play to make Cuchinelli appear untrustworthy rather than going after him for being extreme or otherwise too partisan. 

 

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