Republican candidates in the 2014 midterm elections should use the same hope and change marketing campaign that helped elect President Barack Obama in 2008, talk show host Joe Scarborough said.
"It was nothing but a marketing campaign, hope and change. Hope and change. Guess what? That worked in 2008 for Barack Obama. It's probably going to work in 2014 for Republicans, at least the change part," Scarborough said on his MSNBC "Morning Joe" program Friday.
Scarborough said voters were ready for a message from candidates that emphasized, "This isn't working. Let's try something new."
Democrats used the hope and change message to sell then-Sen. Barack Obama "like a bag of potato chips," Scarborough said. The GOP could embrace a "big picture approach" by emphasizing the message that the country was "on the wrong track," he said.
"Government has gotten too big. It's out of control. And the president is not a strong leader. And we need a new direction," Scarborough, a former Republican Florida congressman, told the "Morning Joe" panel.
Due to Obamacare, Democrats should "aggressively distance" themselves from Obama, Scarborough said. He advised Senate candidates, in particular, to show a willingness to work with Republicans.
"Run against what Americans hate about Washington the most, which is the harsh partisanship. That may not work in House races. That will work in Senate seats," he said.
Democrats couldn't employ "halfway measures" and expect to win, Scarborough said.
"You're all in, or you're all out," he said.
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