14 August 2018 — 0929 mdt

Gianforte’s attack ad has weird “fast food hamburger” ending

As J.M. Brown noted at The Western Word this morning, Rep. Greg Gianforte’s new 30-second spot attacking Kathleen Williams is not the work of Mr. Nice Guy. It’s a savage attempt to tar Williams as a reckless critic of ICE (Immigration and Customs Enforcement) who loves immigrants more than she loves her fellow Americans. It’s also an ad featuring a very weird ending: a drawing of a pigtailed woman above the words “Every fast food hamburger” that flashes on the screen for a fraction of a second.

Frame grab from the end of Gianforte’s attack ad.

It’s almost an example of subliminal advertising. Compared to Clara Peller’s “Where’s the beef?” ads for Wendys in 1984, it’s pretty bland fare. But why the devil is it in a political ad?

Gianforte’s decision to employ the bodyslam approach to campaign ads from the gitgo probably is as much an indication he’s worried about Williams as it is a reflection of his personality. As for ICE, an agency that makes life miserable for immigrants, it may have become so brutal that it’s beyond redemption. Williams’ criticism of it is merited. Gianforte’s criticism of Williams is not.