The latest campaign ad for Senate Minority Mitch McConnell (R-KY) starts out a bit strangely.

The video starts out with a series of shots of McConnell smiling at the camera, first at a desk, then with his wife, then in front of a flag, and finally with his campaign staff.

The shots are a bit stiff. In the first few seconds of the ad, called McConnell Working For Kentuckians, McConnell somewhat robotically looks up, then smiles. In each successive shot it takes the top Senate Republican a few moments to smile.

The ad was posted to YouTube on Tuesday.

After the first 15 seconds or so though the ad shifts. McConnell is seen looking more serious and talking with voters, staff, and appearing at campaign events. He doesn’t do much more smiling straight into the camera.

The first bit of the ad already won a gif, via journalist Chris Moody:

Watch the whole new ad here:



(Photo credit: Youtube)

This post was updated.