When you have been in the Senate for almost three decades, as Mitch McConnell has, and you are coming up on your sixth senate election, you know what works: well reasoned appeals that stem from your core values but quickly move into details and verified facts combined with fair but damning critiques of one's opponents.
Of course I'm kidding.
Alison Lundergan Grimes officially became the Republican Minority Leader’s first challenger, and Mitch McConnell had an ad waiting for her. The ad doesn’t actually ever say anything about Lundergan Grimes, but watch television with a critical eye, and you will notice that ads rarely say much about their products (other than that their product is used by sexy, virile people). No, the McConnell ad simply autotunes a few isolated words from Lundergan Grimes to make her say silly things that she didn’t actually say. It cuts every second or two, so the whole thing is a sensory overload.
It’s absurd and not befitting an actual discussion of who should represent Kentucky for the next six years, but, I hate to say this, it’s kind of brilliant. It will get passed around here and there and while people watch it, most won’t be thinking about Mitch McConnell, they’ll be thinking about Alison Lundergan Grimes, and the McConnell camp’s messaging on her—that she’s a self-centered lefty—will start to sink in. Also, this video probably cost the McConnell campaign maybe $100 in labor. Viral marketing is as important to politics as it is to any other industry, and it’s hard to do a viral ad that casts oneself in a positive light (because politicians need to protect actual seriousness, and viral content tends to be the opposite), smearing an opponent and viral marketing go well together.
So, a word of advice: the above ad is best enjoyed while remembering that the boss of the people who made it is the most powerful Republican in the Senate, and this ad is the beginning of his campaign to keep his job.