Claire's Artillery

Last Wednesday, Claire brought out the big guns in a series of TV ads.

All of the ads center women who are victims of rape. This one is about Diana, who recounts how Akin is too extreme for even her traditionally conservative vote.

The commercial is about the testimony -- the blurred out background increases focus on Diana's face. This ad's effectiveness is how forcefully the emotional reality of Akin's views are brought to the forefront, and how his views will actually impact victims.

This ad can't be represented with words. Joanie's face contorts with the pain and suffering as she remembers what happened to her. She looks as though she might start crying, but holds it together.

The core message: Akin doesn't understand. He's out of touch, and his views are extremely cruel. This advertisement follows the same format.

This appeal features a woman who used emergency contraception. This ad follows the same format; the woman's experience which establishes credibility, Claire's (accurate) campaign message about Akin being out-of-touch, and a call to action -- don't vote for Akin.

Are these necessary?

These ads carry an extreme gravity with them. Chris specifically here: I've got friends who get done with their day, come home, plop down and turn the TV on. When confronted with ones of these ads, they go "holy @#%!" and question whether or not these should be on television.

The answer to this question is a resounding YES!

The gravity of these ads are the very real, practical effects of Akin's policies. Like death or organ donation, emergency rape contraception is one of the contingent situations people would prefer not to think about. Ignoring these ads or calling them unjustified is purposefully making sure you DON'T acknowledge their plight, or their right to happiness.

Kind of like Akin's apology.

"I recognize that abortion, and particularly in the case of rape, is a very emotionally charged issue. But I believe deeply in the protection of all life, and I do not believe that harming another innocent victim is the right course of action.”

But you can't frame these ads in terms of abortion, you can't stare into these women's eyes and tell them you have enough "common sense" to order them around in the emergency room.

What do you think about these? Let us know and leave a comment.