That said, this ad is terrible.
1. I learned nothing about him, and he's not a household name. If Mike Rounds feels the need to introduce himself to voters, Larry Rhoden certainly needs to.
2. It does nothing to distinguish him from any other Republican candidate. Do any of them support Obamacare? Do any of them claim to lack common sense? Do any of them claim that Washington represents South Dakota's interests? I'm pretty sure that every Republican candidate claims to be conservative, married, and a parent.
3. It plays to a stereotype that may turn some voters off.
4. It does nothing to broaden his appeal. (See 2 and 3 above.)
5. The ads production values will make it a joke to every young voter. Please don't claim that authenticity will win them over. Young people think Mumford and Son plays authentic folk music. I like the band, but they're not authentic.
6. Actors claim they never want to be upstaged by children or animals. In this ad the bull upstages Rhoden. If one is upstaged by a bull, I'm not sure how one can claim to be effective dealing with BS