The National Republican Congressional Committee will begin airing new ads Tuesday attacking California Democratic Reps. Lois Capps, John Garamendi and Jerry McNerney on the 2010 health care law, days after the Supreme Court ruled it to be constitutional.

Meanwhile, the Democratic Congressional Campaign Committee began live-calling and robocalling residents in 10 targeted districts, knocking mostly Republican incumbents for wanting to repeal the health care law.

https://www.youtube.com/watch?v=UabMyBwSfHk

The NRCC ads, all formatted like the one above aimed at Capps, use an unusual ambient-noise-only strategy. A woman text messages with someone else, presumably a sibling, on her iPhone.

“UGH! The Court upheld Obamacare,” the sibling texts, the words appearing on screen.

“Here come the Medicare cuts,” the woman taps back.

“Bad news for Mom’s hip replacement,” the sibling responds.

“UGH! And our family premium just went up,” the woman quickly texts into her phone.

“Yours too?! Time to repeal this mess.”

“Can our Congresswoman do it?” the actress questions.

“HA! Capps wants to keep the whole %^#* thing,” the sibling texts back.

“Can we repeal Capps????” the woman asks.

“November 6th :)” is the texted response.

The three ads together are backed by a small buy, only $43,000 on cable television over a week. But it’s perhaps a sign that the GOP sees a new way to get political traction in the health care issue.

The DCCC refused to release how much it is spending on the robocall effort. The calls began today in the following targeted districts:

• CA-07 Rep. Dan Lungren
• CA-36 Rep. Mary Bono Mack
• IL-10 Rep. Robert Dold
• IL-11 Rep. Judy Biggert
• IL-17 Rep. Bobby Schilling
• MD-06 Rep. Roscoe Bartlett
• NY-18 Rep. Nan Hayworth
• NY-19 Rep. Chris Gibson
• NY-24 Rep. Anne Marie Buerkle
• IL-13 Rodney Davis (Open Seat)