Let’s forget the Content, if it even can be called such, of this ad and talk about the Form.
For a candidate who has to cope with the always already there issue of Age to present himself looking like nothing less than an apparition is astonishing. He appears flat-out ghostly; half his face just not there, the black suit against the black background effectively makes his body disappear as well, leaving only the haunting half-moon of his pale white face and the vertical streak of brightness emanating from his shirt peeking through the darkness.
Perhaps his campaign was shooting for the serious/somber look; and given the subject matter, such a look would be appropriate.
But they’ve leaped right over serious/somber and managed to produce a video that can only be described as macabre.