`Negative' Brand Frustrates Lamont
October 22, 2006
By MARK PAZNIOKAS, Courant Staff Writer
Upon hearing that Ned Lamont was about to launch his closing advertising blitz, Sen. Joseph I. Lieberman hastily called a press conference to pre-emptively denounce ads he'd never seen.
"Ned is going to use his wealth to run an uglier campaign and throw as much manufactured mud at me as he possibly can ... every half hour of every television viewing day from here on in," Lieberman said.....
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"Thomas D'Amore, a former top Weicker aide now advising Lamont, said the Lieberman campaign has tried to inoculate itself from criticism by branding Lamont as negative.
"Give the devil his due," D'Amore said.
Lamont's counter strategy is an ambitious multitrack advertising campaign on television and radio intended to build up Lamont as a businessman, tear down Lieberman as a career politician and neutralize the senator's ability to define Lamont as negative.
To combat the "Negative Ned" label, one track of Lamont's message will attempt to define Lieberman as "Whining Joe." Lamont is using Lieberman's own 1988 campaign against Weicker as a template, a gambit the challenger's campaign is calling, "Joe vs. Joe."
On Thursday, when Lieberman stood inside his Hartford campaign headquarters denouncing the coming "Lamont onslaught of attack ads," Edward Vale of the Lamont campaign was waiting outside to give reporters a DVD of footage from 1988, when Lieberman was a challenger accused of being the negative one.
On the DVD case were portraits of Lieberman from 1988 and 2006 and the title, "Joe vs. Joe. A portrait of hypocrisy." On the disc were clips from Lieberman's last debate with Weicker.
"I've talked in this campaign about my opponent's record, and I've talked about my record," Lieberman says in the first clip. "I know he's complained about that, but that's part of a campaign. I don't mean it personally."
In another clip posted Friday on Lamont's website, Lieberman can be seen saying of Weicker: "He has been whining a lot about my campaign. But maybe he can't take the criticism; the reality is that is what a campaign is all about."
One ad from the "Joe vs. Joe" track reminds voters that Lieberman pledged not to serve more than three terms when he was running against Weicker, then a three-term incumbent.
"Is that negative?" Lamont asked after Lieberman's press conference. "Or is that just holding people to the very standard they set for themselves?"
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""I've given people a positive alternative, telling these people exactly what I would do," Lamont told reporters. "Just because
keeps making these accusations, there's no need for you to keep repeating them."
This week, Lamont is spending $1 million on television, enough to air a commercial every 30 minutes from 5 a.m. to 1 a.m. on every network affiliate, Lieberman said. Lamont did not dispute the size of the ad buys, which are tracked by each campaign."...
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