August 18, 2010

A new Tom Perriello campaign ad is now hitting the airways in Charlottesville and Roanoke. However, unlike previous campaigns, this ad directly challenges his Republican opponent, State Senator Robert Hurt.

Political analysts say the new ad is a departure from the strategy that the Perriello campaign ran in 2008 against incumbent Virgil Goode, when the Congressman spent much of his time defending himself as a Washington outside. The new 2010 campaign ad concentrates on defining Perriello's opponent as someone scared to take challenges head-on.

"This isn't your typical shadowy attack ad, where you have a voice over with grainy footage and dark music. This is the candidate actually speaking, he's the only voice you hear the whole time," said Isaac Wood, of the University of Virginia Center for Politics.

Analysts say the new ad is a risky move that could pay off. Voters will either be turned off by what appears to be an attack ad, or the message could hit home and end up discrediting Robert Hurt.

"A lot of people have been reading about this in the newspapers or seeing this on the news at night, that Robert Hurt has not been agreeing to these debates and didn't show up for the first forum. So, this [ad] would seem to build upon a message that's been growing in the media, which makes it more effective," said Wood.

It's a risk that Wood believes the well-funded Perriello campaign can afford to take.

"The fact that he has all this money means he's going to be able to run two TV ads before Robert Hurt runs his first one," said Wood.

The National Republican Congressional Committee has already responded to Perriello's ad, calling it dishonest, deceptive and an act of desperation.