Alexander Campaign Tries Humor for Iowa Airwaves

While political commercials for most of the Republican presidential hopefuls have featured patriotic tones, somber issues or strident attacks on the opposition, one GOP candidate has started experimenting with a new weapon in this race: humor.

The 30-second spot for former Tennessee Gov. Lamar Alexander began airing in Iowa during the Super Bowl. The ad, called “Party Time,” opens with a nighttime view of the White House and the announcer explaining that “Bill Clinton is watching to see who Iowa nominates for president.” The crucial Iowa caucuses are Feb. 12.

As the announcer ticks off the different possibilities for the GOP nomination, a Clinton-like voice from the White House begins to cheer. In response to Senate Majority Leader Bob Dole’s name, the voice whoops: “Party time!” For Sen. Phil Gramm of Texas, the Southern voice hoots: “Whoo-eee! Four more years!” For publishing heir Malcolm “Steve” Forbes, he coos, “Thank you, Malcolm.”

Then the ad suggests that if the GOP chooses Alexander, the party’s over. The voice in the White House asks plaintively, “Where . . . where y’all goin’?”

Alexander, who began his campaign almost a year ago, has been stuck in single digits in polls in Iowa and New Hampshire, scene of the nation’s first primary. He is running far behind Dole and Forbes, who has risen to second place in many surveys after a blitz of ads.

Alexander’s ad campaign has featured folksy scenes, country music and promises that the candidate is “not another angry voice from Washington.” After Forbes aired a negative campaign ad about Alexander, the former education secretary shot back with a radio commercial that called Forbes “Malcolm the Mudslinger.”

Alexander’s campaign paid $25,000 to air the “Party Time” ad in Iowa’s four major television markets during the Super Bowl.