Here at The Western Word I love to watch campaign ads and see how the consultants and the candidate attempt to get their messages across. Sometimes I even make fun of them – especially when they shoot imaginary drones from the sky.

Recently, U.S. House candidate Ryan Zinke and U.S. Senate candidate (and current senator) John Walsh released new ads. They are both veterans, so they rank a little higher here at The Western Word than the folks who did not serve, or the folks who say they support veterans because their father, mother, sister, brother, grandfather, grandmother, aunt, uncle, and/or neighbor served.

Let’s take a look at the new ads and my analysis!

John Walsh’s new ad is called “Lonely Road” and it is 30 seconds long. It was posted on YouTube April 27. You can watch it HERE.

Walsh speaks throughout the whole ad. Here’s the script:

We ask so much of our brave men and women when we send them off to combat. In Iraq I saw the price they pay first hand. But for many veterans it’s a long and lonely road when they return. That is why one of my very first bills is the “save act” – the Suicide Prevention for America’s Veterans Act to finally give the care that our veterans need so they know that they are not alone. I’m John Walsh and I approved this message.

I don’t think you can go wrong by showing a Harley-Davidson motorcycle in the opening of campaign ad. Walsh’s name is displayed a few seconds into the ad as he shines his Harley. He then takes to the open road and a graphic appears on screen that states 22 veterans commit suicide every day. He’s seen riding with other Montana veterans in different scenes. At the end of the video he is seen sitting and talking with two older veterans as his campaign logo appears on the screen.

With over 100,000 veterans in Montana, they are a major group that candidates need to win races. In recent years Democrats have made strides in luring veterans to vote for them. Walsh’s ad is pretty well done. His voice during the ad is a little stiff and not natural, but the message is clear that Walsh knows veterans and they are a priority.

I give Walsh’s “Lonely Road” ad an eight out of 10.

The Ryan Zinke for Congress campaign released a new ad on April 28. It is 30 seconds in length and it is called, “The Right Conservative for Montana.” You can watch it HERE.

Zinke speaks in his ad and there’s also a narrator. Here’s the script:

Zinke: My grandmother left home when she was fourteen, earned her way through college and became a frontier schoolhouse teacher near Richey, Montana. That’s America. Her conservative values of self-reliance, sacrifice, and service to others are what inspired me to serve America and Montana as a Navy SEAL.”
Narrator: Ryan Zinke, he’s the right conservative for Montana.
Zinke: I’m Ryan Zinke and I approved this message.

Zinke’s ad starts with some music which kind of reminds me of some sort of military music. The ad shows a Navy military uniform with ribbons and other insignia. Zinke appears on the screen talking directly into the camera. An on-screen graphic shows his name and “FORMER COMMANDER SEAL TEAM SIX.” Then there’s an old photo that is probably his grandmother and then another photo that is probably of his grandparents. Then there’s a quick shot of cattle grazing and mountains in the background. There’s another quick shot of Zinke in a cowboy hat outside, and then it fades to Zinke talking to a man who is probably a veteran. Then Zinke appears onscreen again talking directly into the camera. The next screen shows him walking in different places with “Learn more at RyanZinke.com” on the screen. Finally, Zinke is back on the screen again looking into the camera and his campaign logo appears on the screen.

As I said about the Walsh ad, with over 100,000 veterans in Montana they are a major group that candidates need to win races. Both Zinke and Walsh have veterans in their primary races, so getting the veterans who vote on the Republican and Democrat ticket to vote for them will be very important .

Overall, I like the Zinke ad. There may be a few too many head shots of Zinke, but it’s a good starter ad that introduces him to Montanans. His narration was a little better than most ads I’ve seen this campaign season. Almost everyone now knows that Zinke was a Navy SEAL – and that is a good thing for him to use in his intro ad. It will be interesting to see where he goes with his next ad.

I give Zinke’s “The Right Conservative for Montana” ad an eight out of 10.

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