Lonegan Ad - Ineffective?

This is an ad that Mayor Steve Lonegan is running in New Jersey. I saw it on television yesterday for the first time, and I was struck by not only the poor production value, but also the ad's utter ineffectiveness. In the ad Lonegan says "We must go forth with a clear vision," adding he wants to "Make New Jersey the great state it once was and will be again" (nothing like bashing the state you want to run), and that he will "make this a great state in 4 minutes." Uh huh. How do you plan on doing that, sir? The ad certainly does not tell us.

Lonegan's ad shows what can happen when a candidate is desperate to get on television, but they do not have enough money to do it effectively. This ad does little for Lonegan, aside from letting viewers know that he is actually running for something tomorrow. It says absolutely nothing about Lonegan's plans for the future and it does nothing to distinguish him from Chris Christie. Overall, this ad has very little positive benefit for Lonegan and its poor production and confusing content run the risk of turning off the few voters who actually see it.