While Djou’s 30-second clip is a whirling dervish of costume changes, sign-wavers and different locations, Hanabusa goes a different route. In her new ad, titled “What You See Is What You Get,” Hanabusa sits alone, wearing a blazer and blouse, in a room with soft, muted colors while a slack-key guitar strums quietly in the background.
And while Djou’s ad had little verbal content, Hanabusa manages to cram 90 words into just 30 seconds, barely taking time to stop for air.
“Aloha, I’m Colleen Hanabusa,” she starts. “I’ve never been known as a flashy politician. Pretty much what you see is what you get. But I don’t think that’s so bad in public office. Fewer soundbites and more common sense would be a good thing.”
In her last commercial before May’s special election, we saw the candidate abandon the hard-edged, issue-driven “mainland” approach in favor of a more local-style spot featuring Hanabusa and her mother in the kitchen preparing sushi. That trajectory — the humanization of Colleen — continues with the newest ad.
But while she keeps the same gentle tone, Hanabusa manages to sneak a pretty sharp dig into the middle.
The ad continues with mention of other good things: “So is being in touch with your views on issues like federal funding for schools or protecting Medicaid and Social Security. With your vote, I will support you and our community’s values. And what you see is what you get. I’m Colleen Hanabusa and I approve this message.”
The implication? That Djou doesn’t support “our community’s values.” And she makes explicit how that’s so, pointing out federal funding for schools and protecting Medicaid and Social Security. Djou flew to Washington in mid-August to vote against the Education Jobs and Medicaid Assistance Act. He criticized it as a federal bail out of the states and cited fiscal responsibility as his reason for opposing it.