"America is at a crossroads. And Washington remains out of touch." So starts the publicity ad for Young Guns: A New Generation of Conservative Leaders, the new book by Reps. Eric Cantor, Paul Ryan and Kevin McCarthy.
Complete with epic music, videos of town hall meetings, clips of Nancy Pelosi passing the health care bill, and narrated like a booming blockbuster movie preview, the ad cannot be accused of being boring.
Cheesy? That's what former Congressman, and now TV host, Joe Scarborough thinks.
On yesterday's "Morning Joe," Scarborough couldn't contain himself after watching the ad." Oh gosh, get the Velveeta cheese! That's awful." Later he yells at the screen while the video is playing again, "No, Paul [Ryan], no! You don't have to do that! You got it goin' man, don't do that!"
Calls to Ryan's office were directed to the book's publicist, who did not immediately return a request for comment.*
Epic videos are becoming popular throughout the GOP. Just last month, the Republican Governor's Association produced a similar Hollywood-style ad:
Despite the presentation, the message of the authors is clear, says Eric Cunningham:
But in all seriousness, this ad represents a new direction with the Republican Party — both in leadership and attitude. Instead of parading out the regular Old Guard conservatives obsessed with Obama, these three are harnessing the new concerns of the Tea Partiers and couching them in a roll-up-your-sleeves, positive, adventure-style image. Even without naming any specific plans, the ad exudes power and a willingness to address challenges.
Brad Dayspring, publicist for the Young Guns book, laughed off Scarborough's comments. "I'm happy the book was a topic of discussion," he told The Blaze. "People can make jokes about the trailer, but the book is a serious one, offering solutions and long-term vision for Conservatives."
Dayspring also pointed out that the term "young guns" is not something the Congressman came up with themselves. The term was first used by Fred Barnes in a Weekly Standard column in October 2007.