First look: Jeff Brandes new TV spot

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Here is a first look at Jeff Brandes’ new campaign ad “Real Experience” which began airing this weekend.

It’s difficult for me to be objective about Brandes’ efforts, so I asked another member of our Political Ad Watch club, Greg Wilson, to offer his analysis:

“I’ll say one thing for Brandes, he never spares any expense producing beautiful commercials,” writes Wilson. “And though there’s no way to know how many takes it took, he can certainly stand and deliver on camera. Once again, maybe too many things going on here, but it’s early, one day after qualifying, to be exact—and that’s surely the whole point, because Jim Frishe isn’t on TV yet—and, like I said, it sure is purdy!”

Continues Wilson: “It’s clear this is an inoculation effort, trying to head off Frisce, who will likely urge voters to compare his many years of experience in the State House against Brandes’ one term. That’s when you say “you know what, they’re right!” and then commence to trade on your family’s business (jobs) and your honorable military service (in combat, no less). Good play!

“But then the copy takes a turn that may be too obtuse—”…this election comes down to whether we serve the system, or they serve us.” Huh? If that’s your shot at Frishe for being a career politician, you’d better go back to the drawing board. The close, “I’m Jeff Brandes, and I stand with you,” is a line I suspect we’ll be hearing a lot of. It’s good positioning copy that suggests the opponent is standing with someone else. It’s a good close.”

“I say this is a great opening salvo in a race that may prove to be more back story (Thrasher vs Latvala) than political drama about this senate seat. The Brandes Campaign is clearly quick on their feet and know how to advertise. Frankly, I think Frishe should have been up sooner. Now he’s on defense. The ball is in his court. It will be interesting to see what he returns.”

Peter Schorsch is the President of Extensive Enterprises and is the publisher of some of Florida’s most influential new media websites, including,,, and Sunburn, the morning read of what’s hot in Florida politics. SaintPetersBlog has for three years running been ranked by the Washington Post as the best state-based blog in Florida. In addition to his publishing efforts, Peter is a political consultant to several of the state’s largest governmental affairs and public relations firms. Peter lives in St. Petersburg with his wife, Michelle, and their daughter, Ella.