A unique campaign ad in the mayoral race -- featuring people apparently swearing, with their exact choice of words censored -- is generating buzz.

The spot, which hit local TV airwaves Thursday, promotes mayoral candidate James Perry. Most analysts agree that he's a real underdog in the race. So they say it's not surprising that his first TV ad is an attention-grabber.

"He's trying to create buzz. But will it mean support?" said political analyst Silas Lee.

The 30-second ad shows frustrated people using language not fit for broadcast. And it sends the message that it's time to get rid of the "politics as usual" way of running the city.

Tulane communications professor Mary Blue said the ad is likely geared toward a younger generation.

"It's become more common, appropriate or acceptable," Blue said of the swearing. "You hear those words on TV all the time."

The ad ends with Perry saying he is an Eagle scout who has run two nonprofit organizations.

"People are only going to remember the bleeps," Lee said. "It'll be the 'What the bleep?' campaign. It's what people will remember."

Perry said his goal with the ad was to capture the frustration that New Orleanians feel with local politics.

"This is the most important race in our lifetime," he said. "People are having this conversation at home, saying 'I can't believe these are our choices.' Well, there is another choice."

The question now is whether the buzz-worthy ad will translate into votes.

Other candidates in the mayoral race includes state Sen. Ed Murray, insurance executive Leslie Jacobs, businessman Troy Henry, comedian Jonah Bascle, businessman John Georges and former judge Nadine Ramsey.

 

The election is Feb. 6.