Bill Richardson's New Ad

Why I like the new Richardson for President ad:

1) It's amusing.

2) It's effective. What are people going to remember? That Bill Richardson has been nominated 4 times for a Nobel Prize. Say what you will about policies and platforms; Americans think highly of the Nobel Prize, and this casts a certain warm light about the candidate.

3) Bill Richardson comes off as likable. Don't kid yourselves. You won't hear me argue for a (further) dumbing down of the campaign process, but it's as much about popularity as it is about policies and platforms. Richardson didn't show up well in the Democratic debate. He was sweaty, unrefined and heavy handed under the bright lights. That he doesn't have many speaking lines in this commercial may be a stroke of genius. It allows the candidate to work on his public image without having to get out and push himself as likable. This is a first step to get the crowd warmed up before launching into the heavy stuff.