>>> IT IS THE CENTER OF A NEW POLITICAL AD. >> THAT IS GETTING A LOT OF ATTENTION. SOME CALL IT CONFUSING. >> THE AD TARGETING LONGTIME CALIFORNIANS. >> THIS IS REACHING INTO THE MACHINE BORROWING FROM THE 60s. THE CALIFORNIA DREAM MAY HAVE SEEMED MORE REALISTIC. >> THAT IS THE ORIGINAL HIT CALIFORNIA DREAMING. >> THIS IS THE POLITICAL AD VERSION CALLED CALIFORNIA'S LEAVE AND. >> ALL THE HOMES ARE GONE AND THE RENT TOO HIGH. >> A POLITICAL STRATEGIST WATCH THE AD AIMED AT PROMOTING PROP 33. AT LEAST A KEY POINT OUT. >> Reporter: IN THIS AD SEASON, CUTTING THROUGH THE NOISE AND GETTING VOTER ATTENTION IS A SCIENCE. >> YOU ARE USING IT TO TELL YOU TO RESEARCH THE MESSAGE. THERE IS AN ARTFUL WAY OF APPLYING THE MESSAGE. >> THE PRIORITY IS HOW CAN WE GET PEOPLE HOUSED. >> IS THE DIRECTOR OF STATE POLICY FOR ADVOCATE AND SUPPORT HER. THE INITIATIVE WOULD RESCIND THE LAW THAT LIMITS THE KIND OF RENT CONTROL CITIES CAN IMPOSE ON BUILDINGS CONSTRUCTED AFTER 1995. >> RIGHT PROBLEM AND WRONG SOLUTION. >> Reporter: HE'S A SACRAMENTO HOMEBUILDER THAT SAID RESTRICTIVE ZONING, BUILDING CODE AND ENERGY POLICY THE ALREADY CREATED A BURDEN ON HOMEBUILDERS. >> I UNDERSTAND THE FRUSTRATION. RENT CONTROL IS ONE OF THESE POLICIES THAT SOUNDS NICE BUT CREATE CONSEQUENCES. >> A NEW AD FOR TRAINING CALIFORNIA DREAMS TURNED TO DUST. REMIXING A CLASSIC. >> THE LATEST POLL BY UC BERKELEY SHOWS 40% SUPPORT COMPARED TO 34% OPPOSED.