Ralph Hall’s Jiujitsu Advertising Move
Posted at 12:58 p.m. on March 4, 2014
On Nov. 27, 2012, Rep. Ralph M. Hall became the oldest person to cast a vote in Congress. Fifteen months later, that milestone is a campaign issue, and Hall is attempting to swing it his way.
Hall faces off Tuesday against a self-funded Republican rival, attorney John Ratcliffe. In case voters weren’t already aware of Hall’s age, Ratcliffe drove the point home with an ad released last week.
Titled “A New Generation of Conservative Leadership,” the narrator uses terms including “energy,” “passion” and “new” (five times).
Three days later, Hall turned the tables on the is-he-too-old-to-serve attack with an ad touting 90 years’ worth of wrinkles.
Scott Howell & Company, a Dallas-based Republican ad firm, produced the spot, which was backed by $40,000 for a week-long run district-wide on cable and in Shreveport, La., on broadcast.
“Ralph was perfect for this. This type of ad really worked well for him,” Howell said. “He had fun doing it.”
Polls close today at 8 p.m. ET.