Tom Cotton's great new ad: 3 reasons it works
YouTube


Some TV ads just work. This one, by Arkansas Senate candidate (and U.S. Rep.) Tom Cotton, would be good even if it weren't for the strategic reasons I'm about to describe below.
First, though, give it a watch:
So what does this accomplish?
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
1. It obviously reinforces the key part of Cotton's bio — his military service.
2. It serves to remind everyone of Sen. Mark Pryor's most costly gaffe (his comments about Cotton's military service giving him "a sense of entitlement.")
3. Both these things are accomplished in a humorous manner. And as I've noted before, the knock on Cotton has always been that he's too stiff and serious — that you'd rather have a beer with Pryor. This humorous ad (coupled with the music) shows Cotton's personality, and undermines the notion that he's aloof.
Lastly, an interesting point: You'll notice Cotton's drill sergeant isn't wearing the official drill sergeant hat (similar to the Smokey Bear hat). That might have made for an interesting visual, but I'm told this was done to avoid potentially running afoul of any official U.S. Army regulations.
Even without the hat, this ad is a home run.
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Matt K. Lewis is a contributing editor at TheWeek.com and a senior contributor for The Daily Caller. He has written for outlets including GQ Politics, The Guardian, and Politico, and has been cited or quoted by outlets including New York Magazine, the Washington Post, and The New York Times. Matt co-hosts The DMZ on Bloggingheads.TV, and also hosts his own podcast. In 2011, Business Insider listed him as one of the 50 "Pundits You Need To Pay Attention To Between Now And The Election." And in 2012, the American Conservative Union honored Matt as their CPAC "Blogger of the Year." He currently lives in Alexandria, Va.
-
'The way AI is discussed makes it seem like this is a necessary outcome'
Instant Opinion Opinion, comment and editorials of the day
-
Measles cases surge to 33-year high
Speed Read The infection was declared eliminated from the US in 2000 but has seen a resurgence amid vaccine hesitancy
-
The New York Times plays defense after publishing leaked Mamdani college application details
IN THE SPOTLIGHT The decision to publish details of Zohran Mamdani's Columbia University application has reignited simmering questions about sourcing and editorial guidelines
-
New tariffs set on 14 trading partners
Speed Read A new slate of tariffs will begin August 1 on imports from Japan, South Korea, Thailand and more
-
New tariffs set on 14 trading partners
Speed Read A new slate of tariffs will begin on August 1, with rates ranging from 25% to 40% on imports from Japan, South Korea, Thailand and more
-
Elon Musk launching 'America Party'
Speed Read The tech mogul promised to form a new political party if Trump's megabill passed Congress
-
Judge blocks Trump's asylum ban at US border
Speed Read The president violated federal law by shutting down the US-Mexico border to asylum seekers, said the ruling
-
Thai court suspends prime minister over leaked call
Speed Read Prime Minister Paetongtarn Shinawatra has been suspended, pending an ethics investigation
-
Senate passes GOP megabill after Alaska side deal
The pivotal yes vote came from Sen. Lisa Murkowski, whose support was secured following negotiated side deals for her home state Alaska
-
Trump sues LA over immigration policies
Speed Read He is suing over the city's sanctuary law, claiming it prevents local law enforcement from cooperating with federal immigration authorities
-
Obama, Bush and Bono eulogize USAID on final day
Speed Read The US Agency for International Development, a humanitarian organization, has been gutted by the Trump administration