American voters have been bombarded. The current election has crushed records in number of ads aired, the phrase “I’ve approved this message” is beginning to lose its meaning for some, and in one swing state, a four-year-old has literally been reduced to tears by all the partisan brawling.
Now, one congressional candidate is looking to shore up some goodwill with a bit of beachside quiet. Richard Tisei, a Republican running for the House from Massachusetts, on Monday released an ad that eschews the menacing baritone voiceovers and talk of job creation for a near-silent shot of Good Harbor Beach in Gloucester, Mass. As waves wash in at sunset and birds caw lightly on the wind, Mr. Tisei’s name appears alongside the slogan: “…Because you need a break from all the campaign ads.”
It’s not the most substantive political advertising ever made. But it is likely harnessing a popular sentiment among voters in this election, where the public has been subjected to more advertising than any race in history. According to the Wesleyan Media Project, which tracks campaign ads, more than 915,000 spots have hit the air since June 1, and that’s just for the presidential race. House and Senate races have aired more than 982,000 ads in that same period, across all districts.