Truth in Labeling must not apply in Charlie's case

.
In Missouri, GOP State Senator Charlie Shields is running ads that never once mention the word "Republican" - it's almost like he's ashamed of his political affiliation.

The main page of Charlie's website is the same way - you have to do some digging to discover he's GOP. Don't take my word for it - see for yourself:

http://charlieshields.com/

Now, why would Charlie want to conceal his Repubican credentials from the voters?