WASHINGTON — The battle for the Illinois 10th congressional seat is dramatically escalating as Rep. Brad Schneider, D-Ill., and former Rep. Bob Dold, R-Ill., launch the first televised ads of their respective campaigns for the north suburban House seat.
The 30-second spots are running on cable and digital platforms and reveal sharply different strategies.
What the ads have in common is both avoid mention of actually being a member of Congress. The Schneider team does not say he is currently in the House. Dold’s spot does not say he used to be a member.
Perhaps that’s because of the record low opinion folks have of Congress. A June Gallup poll found only 7 percent have “quite a lot” or “a great deal” of confidence in lawmakers.
The decision by the Schneider and Dold campaigns to run paid ads comes in the wake of two outside groups already pouring in $1.59 million in spots to bolster Dold.
Dold’s ad started on cable and digital outlets on Aug. 26 and runs through Sept. 22. The spot hits on jobs, education, mass transit and “affordable” college. There is no mention of any social issue or that Dold is a Republican.
In contrast, Schneider’s spot, launched on Tuesday also on cable and digital and scheduled to run a few weeks, not only highlights that he is a Democrat — he actively seeks to own it.
Schneider also touts his support of abortion rights and gay marriage in the ad and deplores “tea party obstruction.”
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