If Republican Joe Heck’s campaign team wanted to present a warm, fuzzy version of their candidate they certainly got their money’s worth in a new television ad.
The new ad, Heck’s first in his campaign to unseat Rep. Dina Titus, D-Nev., in Congressional District Three is chock full of good vibes, thanks in large part to Heck’s biography being chock full of stuff that looks good in political ads.
Heck is clearly seeking to establish himself as a determined and caring leader, as opposed to the cold-hearted extremist he’s portrayed as in ads by Titus and independent groups supporting her campaign. Titus, who at the last reporting date had about three times as much money as Heck, has been airing ads for weeks.
Polls show the race is a dead heat.
The Republican’s ad starts with Heck, an emergency room physician, unloading a patient from an ambulance and segues into a photo of Heck, also an Army reservist, on a flag and medal-draped table.
The footage moves on to show a pastel-clad Heck, who owns a small business, looking thoughtful as he talks to a man in a room full of large machines then shows him strolling through a grassy park with his family and seated at an outdoor table drinking iced tea with some senior citizens.
It wraps up with Heck, looking engaged yet relaxed as he chats with a cheerful, diverse group of people at a playground, before closing with a shot of Heck at dusk and the ubiquitous "I approve this message" tagline.
The script, read by female narrator: (Ambulance scene) In a time of crisis, a helping hand, a caring touch, an emergency room Dr. Joe Heck saves lives.
(Flag draped table) He’s treated our soldiers straight from the battlefield and served at Ground Zero.
(Machine-filled room) He’s grown a small business, met a payroll and balanced a budget.
(Family stroll and ice tea scene) His most important job, devoted husband and father.
(Playground chat) We can trust Joe Heck because in difficult times, nothing is more important to him than caring for our families.