A new Florida Democrat Party ad uses a lot of emotion in a clear effort to convince women voters that Republican Governor Rick Scott is harming women.
The ad opens with a woman saying: "Rick Scott wants to take away a woman's right to choose."
Another woman states: "He wants to overturn Roe v. Wade."
A third woman says: "And restrict access to abortion."
The ad goes back to the first woman who says: "Even for victims of rape and incest."
And on it goes with a variety of women saying these lines:
"He signed laws that require a mandatory ultra-sound."
"And thinks employers should be able to deny women coverage for birth control."
"Rick Scott even refused to support new laws for equal pay."
"When it comes to doing what's right for Florida women, Rick Scott has been wrong every single time."
With Democrat Charlie Crist trailing in at least one poll and tied with Scott in most others, this ad is aimed at getting women - especially Democratic women - worried enough about Scott to actually vote.
Women are important to the Democratic Party and Crist will need huge numbers from women, and other groups, to overtake Scott.
Whether women will respond to the ad is the question.