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They let you know about his impressive resume, but in a self-deprecating way. Richarson is a warm and funny guy in person, and his ads match his personality perfectly.
My $.02 on the ads I've seen on the air in NH:
Richardson: The job interview spots are outstanding. His first flight of ads was a bland spot with Bill walking alongside a standard-issue New England stone fence talking to the camera. It was very similar to spots used by Dean, Gephardt, Lieberman and Kerry last time around.
Romney: Awful. He comes across as smarmy and shallow. Yapping about how he likes vetoes with this cheesy smirk on his face....ugh.
Edwards: If you're an Edwards person, it will seem great. If not, it looks a bit silly. It mainly consists of Elizabeth E. singing her husband's praises over a series of cliched still shots (JRE at podium, a la JFK; JRE with a serious look on his face). Personally, I thought it made him look more like Zoolander than Kennedy.
Dodd: Very forgettable talking head spots. I can't even remember what he was talking about.
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