Katie McGinty will be the first Democratic candidate to launch a TV commercial in the crowded gubernatorial race, as reported yesterday by the Associate Press. Today, we have the video of the ad in hand.
The 30-second commercial will run on CNN and MSNBC in every television market across the state, both before and after President Obama’s State of the Union speech.
The ad, called “Hard Work,” focuses on McGinty’s greatest asset: her working-class biography.
In the ad, McGinty explains how her life experience growing up in a working class family informs her campaign platform of creating good-paying jobs. McGinty speaks directly to the camera as family photos of her policeman father, hostess mother, and nine siblings flash across the screen.
The ad is below, followed by a transcript:
I grew up in a household where hard work was the order of the day. My dad was a policeman and my mom worked nights in a restaurant. And all ten of us kids understood the value of hard work. We had a good middle class life.
My concern today is that hard working men and women are not able to offer that same promise for their children. That’s why we need good jobs, with good pay, that provide a bright opportunity and future for Pennsylvanians.
McGinty’s campaign raised roughly $2.4 million last year, allowing her to get on the air early.
While some might question McGinty’s decision to air an ad so soon, the context of the crowded race sheds light on the strategic decision. None of the Democratic gubernatorial candidates are well-known, with each having a relatively low name ID in polling. If McGinty can make an early impression with the high-information voters that watch the State of the Union Address, it should be easier for McGinty to raise money and enlist volunteers.
McGinty faces seven other candidates in the Democratic primary: Congresswoman Allyson Schwartz, State Treasurer Rob McCord, businessman Tom Wolf, former-DEP Secretary John Hanger, pastor Max Myers, Allentown Mayor Ed Pawlowski, and Lebanon County Commissioner Jo Ellen Litz.