Republican Christine O'Donnell may have "dabbled in witchcraft" way back when, but her first ad in Delaware's Senate race cuts right through the hocus-pocus. "I'm not a witch," she declares, standing against a navy blue prom-portrait backdrop. With that attention grabber out of the way, O'Donnell gets down to the business of trying to relate to the average American, promising to "go to Washington and do what you'd do." As spellbinding as that appeal may be, she'll need a lot more than advertising wizardry to beat out favored Democrat Chris Coons in November. Bold ads make for great viral video, but they don't necessarily lead to electoral magic.