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The Ad Campaign: De Blasio’s Tone Poem to a Diverse City

First aired: October 30, 2013
Produced by: Acres and Co. and AKPD Message and Media
For: Bill de Blasio

Bill de Blasio, the Democratic nominee for mayor, on Wednesday released his latest television ad. Titled “Our City,” the 30-second commercial is running on broadcast and cable channels across New York City.

Fact-Check
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“This is our city. A city that understands that greatness is not measured by the height of our skyscrapers, but by the strength of our neighborhoods…”

Nothing in this ad is inaccurate. It is more of an expression of hope than a polemical packed with facts or accusations. Besides, how can one prove whether Mr. de Blasio actually understands what is best for people in Soundview, on the Lower East Side, or anywhere else?

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This ad was already available online, so there is no element of surprise, with Election Day just under a week away. But barring something cataclysmic, the ad is likely to be the last one that voters will see from Mr. de Blasio, who is the overwhelming favorite against his Republican opponent, Joseph J. Lhota.

So perhaps it is appropriate that in a campaign anchored by the “Tale of Two Cities” slogan, his closing argument is essentially a tone poem to a city of incredible diversity, filled with regular people, some hopeful, others determined, going about their everyday lives.

It is striking that Mr. de Blasio does not appear or say anything in the ad. Nor does his family, even though they have been central to his campaign. The only hint that it is a campaign ad, before the reminder that supporters should vote next Tuesday, is the small print noting the addresses of Mr. de Blasio’s website and Twitter feed.

But the imagery and tone are unmistakable here, in what could almost double as the first draft of an inaugural address: The candidate is, in effect, saying, “I am Bill de Blasio, and I want to be an inspiring and inclusive leader for all New Yorkers.”


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