Advertising expert rates new campaign ads in gubernatorial race

Vinny Minchillo explains what the contestants are trying to achieve…and if it works.

TEXAS, USA — As we inch ever closer to the November election, if you haven’t already started seeing political ads everywhere, you soon will.

Both Texas gubernatorial candidates recently released new campaign spots. So political advertising expert Vinny Minchillo, director of advertising and marketing firm Glass House Strategy in Plano, joined Inside Texas Politics to discuss the two.

And one of the first things Minchillo talked about was how the approaches taken by Greg Abbott and Beto O’Rourke are wildly different.

Minchillo says Governor Abbott’s latest campaign spot speaks directly to suburban women.

“So trying to sweeten it with suburban women, which is clearly where the problem is going to be,” the brand expert said on Inside Texas Politics.

Minchillo says the announcement doesn’t hit politics hard, but rather the incumbent Republican is trying to re-enter a state that has added more than two million new registered voters in the past four years.

“I think his image has hardened over the last few years. So this is an opportunity for him to come back, to soften his image. Hey listen, I worked in a restaurant. My dad is dead. You know, have a little sympathy for me. And then here’s how I used that to provide opportunities in Texas. I think opportunity is a big word that he’s going to say a lot throughout the campaign.

Abbott is set to launch a new TV commercial this week in which he directly attacks his opponent.

On the other hand, Minchillo says Beto O’Rourke came out strong and even includes Republicans in one of his spots. The publicity expert says it’s a great idea because O’Rourke needs to allow Republicans to cross the aisle and vote for Democrats.

“Her biggest issue is going to be abortion,” Minchillo said. “And for a die-hard Trump Republican, that they’re advertising in this place, to say you know what, I’m going to pass because I don’t think, you know, his reasoning wasn’t pro-abortion, his reasoning was freedom. And I think that’s an important thing to say.

Minchillo says the Democratic challenger is also trying to speak to suburban women, but he sees a small problem with the second of O’Rourke’s ads.

“So all of this is just fear and no hope. So there has to be some hope, especially if you want to get women voters moving. You have to show some light at the end of the tunnel,” he said.

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