There’s a taste in my mouth today. If you’ve ever worked in politics, there’s always a taste in your mouth the day after election day. Sometimes it’s good, sometimes not.

This morning it appears that Republican’s have taken control of the Virginia State Senate by 86 votes. The narrow margin is what contributes to the taste in my mouth this morning.

In 2006, I worked on Jim Webb’s long shot campaign to become a US Senator. I remember what it was like in the campaign office before the buzz, before all the volunteers, before most of the staff, even before there were desks and chairs. When you win, everyone wants to take credit. Those volunteers who came in once during the last week and made 5 phone calls? Yep, they’ll tell everyone at the victory party they’re solely responsible for the success.

And, you know what? They’re right. We won by 9,329 votes. In a race that close, EVERY call and EVERY voter contact matters.

That’s why I want to highlight the television advertisement I believe won the race for Bryce Reeves.

This ad leaves a great finish in the mouth. In September, this ad would not have been effective. The finish lingers, but is easily overpowered. It’s overpowered by negativity from both sides.

Bryce Reeves looks right at the voter and tells them where he stands and where he wants to lead this Commonwealth.

In the last week of the campaign, I heard Bryce Reeves talking about his vision ad nauseam. In 2006, we heard Jim Webb’s voice a LOT in the closing month. Here’s Jim’s closing ad.

By contrast, I didn’t hear Edd Houck’s voice once.

Don’t get me wrong, negative ads work. They’re the only ads that can swing large blocks of voters. But, in a close race, a great closing ad, an ad that leaves a great lingering finish in the mouth, can be the difference between winning and losing.