Adwatch: Pro-Williams ad 'counters' Kenney ad in SuperPAC face off

Type of Ad:  Positive

Candidate: Tony Williams

By: American Cities

Title: "Invested"

The Basics: The latest in a series of ads done to tout Williams's campaign by American Cities, the SuperPAC financed by the group of wealthy businessmen who favor his pro-charter, pro-school choice stands. This one is clearly designed to counter an ad launched earlier in the week by Forward Philadelphia, a pro-Jim Kenney teachers union/liberal SuperPAC.  That ad touted Kenney's endorsement by black political leaders in Northwest Philadelphia. Kenney had the big shots. This new pro-Williams ad offers the voice and faces of regular African-Americans. So what we have is a SuperPAC face off, each seeking to sway black voters.

Crit: Clearly, the endorsement of a white Irish-Catholic candidate by a coterie of important black political leaders, such as Councilwoman Marion Tasco (50th Ward) and state Rep. Dwight Evans (10th Ward) was a coup for Kenney. That ad basically gave permission to black voters to support Kenney. This new pro-Williams ad seeks to push them in the opposite direction. A series of talking heads—all African-American—praise Williams as a man with the best interests of the city at heart. "Tony's not just for one section of the city," says talking head Paul Smith. Translated: Take that Northwest Philly! It's an effective, though gentle, counter punch to the pro-Kenney ad.

What Isn't Said: In dealing with the issue, the ad has to walk a fine line: it has to use language that appeals to all voters, while sending a clear message directed at black voters. It walks that line well.

Is the ad factual: Yes.

Overall Grade: A. The work done for American Cities by RHS Campaigns, the PAC's media firm, has been top notch. It sure helps that the SuperPAC is pouring big money into buying TV time.