The Democratic SuperPAC, Senate Majority PAC, has released the best ad yet in the North Carolina contest for US Senate. It’s got entertainment value and a sharp political message. And it’s ballsy. 

The ad is apparently filmed at Thom Tillis’ victory party. With Tillis giving his acceptance speech in the background, a skeptical-looking young woman whispers into the camera, “Thom Tillis says he’s up there for you but he’ll cost North Carolina families–big time.”

The ad has a populist message that goes after Tillis for cutting taxes for the rich at the expense of most families. It’s focusing on issues more important in North Carolina than in Washington and is finally beginning to educate voters about Tillis’ record as speaker. Keeping this race focused on the North Carolina legislature, or Thom’s House, is key to Democrats holding the seat. 

It’s a great spot. The narrator is approachable and is talking to the audience, not at them. The concept is creative, attention-grabbing, and unique. The message is strong and begins to define Tillis’ “conservative revolution.” The legislature is too conservative for this purple state and Tillis needs to own his actions. 

My only quibble is dropping the 80%-will-pay-more-taxes. Whether the number is correct or not, it’s not necessarily believable. It just opens up a point for Republicans to question the accuracy of the ad and muddle the message. They could have just said raised taxes on North Carolina families. That said, it’s still the best spot of the season.

Thomas Mills

Thomas Mills is the founder and publisher of PoliticsNC.com. Before beginning PoliticsNC, Thomas spent twenty years as a political and public affairs consultant. Learn more >