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Winning the Messaging Battle, Part I

WATCH: Biden Drops First Ad In Iowa. Here's The Cards He's Playing.

AP Photo/Charlie Neibergall

Former Vice President Joe Biden on Tuesday dropped his first television ad in Iowa. The ad, called "Bones," shows a stark contrast between Biden and President Donald Trump. The Biden campaign is dropping six figures on the ad buy as the former veep travels across the Hawkeye State, CNN reported.


"We know in our bones this election is different. The stakes are higher, the threat more serious – we have to beat [President] Donald Trump," the voice over said. "And all the polls agree that Joe Biden is the strongest Democrat to do the job."

It's interesting to see how the Biden campaign is creating their messaging. Not surprisingly, the campaign is focusing heavily on President Barack Obama's administration and what Obama and Biden accomplished. Specifically, Biden says he plans to build upon Obamacare, not scrap it. It's a clear hit at other 2020 Democrats who want to completely get rid of the Affordable Care Act and replace it with Medicare For All.

"For eight years President Obama and Vice President Biden were an administration America could be proud of, our allies could trust, and our kids could look up to," the narrator said in the ad. "Together they worked to save the American economy, to pass the historic Affordable Care Act, protecting over 100 million Americans with pre-existing conditions."

It's obvious the Biden campaign is going to continue to run on the Obama administration's accomplishments (or lack thereof, depending on who you ask). It's a risky move, especially after Sen. Cory Booker (D-NJ) called Biden out during the last debate.

"First of all, Mr. Vice President, you can't have it both ways. You invoke President Obama more than anybody in this campaign," Booked said. "You can't do it when it's convenient and then dodge it when it's not."


Biden has consistently attempted to make himself the natural choice for previous Obama supporters. He basically wants a continuation of the Obama administration...but he won't come out and say that. instead, he claims to have bold ideas and is "the clear choice" for Democrats if they have a shot at beating President Trump. But he hasn't advocated for anything different than Obama. He's ran solely on his name recognition and connection to Obama. When his record in the Senate is brought up, like his previous support of the Hyde Amendment, which bans federal funding for most abortions, his record no longer matters. He's spoon feeding Democratic voters what they want to hear (like allowing federal funding for abortion).

Will voters in Iowa see through his flip flopping and public relations strategy? Only time will tell.

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