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Cellucci is right to point out the natural state of Massachusetts Republicans with electoral prospects: fiscally conservative and socially moderate. Yep they're maligned as R.I.N.Os by folks who don't know MA political history including a portion of the Tea Party movement.
But they are Republicans who get elected by stupendous crossover appeal to independents. Take note.
This ad speaks to independents adeptly. "Work is the essence of Man."