Maybe I'm too close to the action to understand, but i don't get the politics of this ad.
Massachusetts is one of the most unionized states in the nation (17%). Gov. Patrick has alienated many unions by introducing Education reform that eliminated collective bargaining is some instances, Transportation reform that did the same, de funding police step scale increases (Quinn Bill), allowing civilian flaggers instead of mandated police details and a failure of a casino bill (he was really for it, but it died at the last minute through a break down of negotiations between a Democratic Governor and a Democratic legislature).
Many unions were going to sit on their hands. Even in this ad, Patrick's Republican opponent, Charlie Baker shows Patrick thanking 41 unions for endorsing him on Labor Day. There's at least 400 in the state. The Mass. AFL-CIO was not going to endorse Patrick, they were so angry. Then Baker puts out this ad. In the fight is also a Democratic Treasurer running as an Indy (Tim Cahill). All the police unions are already with him.
In the Brown-Coakley fight, Brown won 52% to 47%. Union households broke 50%-50%. That included many government employees.
Here's what I don't get. Baker rallies every labor union in Massachusetts to Patrick by denouncing "union bosses". Charlie goes on to say that he will cut 5,000 state government employees' jobs. We have about 125,000 in Massachusetts. I bet Charlie could have got 40% to 50% of those votes. Now, he'll get 10%. After all, who would vote for someone who says he'll put your job on the chopping block. He united all the unions behind Patrick, because he insulted the very people that were neutralized. Please watch this 30 second spot and see if you agree.
By the way, being described as a union "Boss" is insulting to me. I have to run in an election with labor board oversight every 3 years. No bosses of any type have elections. They only answer to an owner. In this commercial, Deval Patrick became Governor by winning an election, Tim Cahill became Treasurer by winning an election and every labor leader won depicted in this ad won an election or was appointed by someone who won an election. The only "boss" in that commercial is Charlie Baker, who as CEO of an Insurance company, fired 1,500 workers, raised insurance rates and took a salary of a million and a half dollars a year.
Link to 30 second spot.
http://www.youtube.com/watch?v=lrfvRCwPcj4