The Smart Message Behind New Ted Cruz Ads


Maggie, there were two things I picked up on the first pass through the ad:

  1. He pointedly associated Marco Rubio with Mitch McConnell.
  2. He co-opted Rubio’s lower case man-of-the-people font at the end of his spot.

I was looking for the nifty “TRUST TED —> TRUSTED“ graphic used in his campaign’s “Saturday Night Live” spot. I was surprised it wasn’t used in a spot about . . . “trust”; although his “Keep The Promise 1” PAC ran the ad, so it makes sense not to directly mimic the campaign’s signature. But it would have been a nicely tied bow on the message:

Clint Cline is the president of Design4, a national media and messaging firm based in Florida.

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Clint Cline is the president of Design4, a national media and messaging firm based in Florida.


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