2014 is a crucial cycle for Republicans; for months, House and Senate candidates have focused on Democrats’ failure of leadership in the White House and the Senate to pinpoint examples of how progressive policies have made life harder for Americans.

Examples aren’t enough, though. In order to flip the balance of power in Washington, Republicans need to hit voters where it hurts Democrats.

Enter Elbert Guillory, a Louisiana State Senator and candidate for Lt. Governor in 2015 who famously switched to being a Republican.

Guillory appears in a devastating video by Free At Last PAC:


“Mary Landrieu first ran for Senate in 1996 promising to be a champion for the black community,” Guillory says in the video, filmed in Opelousas, La. “But 18 years later, little has changed.”

“Our communities are poorer than they were in 1996. Our schools continue to fail children,” he said. “And our jails are filled with young black men who should be at home being fathers.”

Says Guillory: “Meanwhile Mary Landrieu lives in a $2 million mansion on Capitol Hill.”

Addressing black voters, Guillory says: “While you scrounge together food stamps to buy kool aid, she sips champagne at cocktail parties. While you dig through the couch looking for gas money, she flies around in private jets funded by taxpayer dollars.”

“But Mary Landrieu knows that she doesn’t have to do anything for our community, because no matter what she does, 95 percent of us will line up to vote for her,” Guillory says, “Every. Single. Time.”

“Damn,” said everyone in America.

Mary Landrieu

This ad is brilliant, and every strategist needs to get on its level immediately. Real Clear Politics has the Louisiana Senate Race listed as a toss up, and the last thing a candidate like Landrieu needs is an ad contrasting her life of relative privilege with life on Academy Street.

The winning message for 2014 isn’t “Democrats are bad.” The winning message is, “these things that are happening to you are bad, and I know how to fix it.”

This ad is what that messaging looks like.