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Hugin launches two new ads

By Nikita Biryukov, August 29 2018 10:31 am

U.S. Senate candidate Bob Hugin launched a set of new ads on Wednesday, this time taking an somewhat positive approach backed by an ad attacking U.S. Sen. Bob Menendez’s own television messaging.

The first new ad, titled “New Jersey First,” shows Hugin lamenting the state of Washington before calling for reforms to healthcare and immigration, specifically asking for a fix to President Obama’s Deferred Action for Childhood Arrivals program.

“Healthcare needs a radical transformation,” Hugin says in the ad.

The ad is a move away from the mostly-negative bent much of the paid media from either campaign has taken thus far.

It could represent a strategic shift from the Hugin campaign as they anticipate more voter beginning to pay attention to the race.

A Quinnipiac poll released last week that found Menendez leading by a shrunken margin of 43% to 37% also found that 54% of voters didn’t know who Bob Hugin was.

While that was an improvement from March, it would still make the path to victory for the candidate quite narrow.

The other ad, dubbed “Truth,” is a departure from that tone and a return to the one more familiar to what’s turning out to be an exceedingly expensive campaign. Unlike the other ad, it falls largely within Hugin’s established ad strategy, but it largely serves to challenge Menendez’s televised attacks against Hugin.

Menendez recently began airing ads attacking Hugin for his time at pharmaceutical giant Celgene, where he raised drug prices during his tenure as CEO.

“‘New Jersey First’” has been the theme of Bob’s campaign since he announced his candidacy and it will continue to be his theme after he is elected November 6th,” said Hugin communications director Megan Piwowar. “‘Truth’ sets the record straight on the dishonest effort by corrupt, career politician Bob Menendez to sully Bob Hugin’s impeccable reputation with character attacks. After wasting 25 years in Washington, Bob Menendez clearly is unable to campaign on any positive accomplishments.”

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