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By Meg Kinnard, NationalJournal.com
© National Journal Group Inc.
Thursday, Sept. 4, 2003

Massachusetts Sen. John Kerry's (D) campaign took footage filmed Tuesday during his announcement speech in Iowa and turned it into TV ads that were released there a day later.

Both 30-second spots -- the first TV ads of Kerry's campaign -- were filmed at a rally Tuesday in Des Moines, the second stop on his formal presidential announcement tour. Each ad consists of his remarks to a crowd of supporters and features shots of Kerry speaking at a podium interspersed with images of cheering supporters waving Kerry signs.

In "Strength," Kerry calls the "three million jobs lost" in America since President Bush assumed office an "astonishing failure." Kerry promises to "roll back the Bush tax cuts for the wealthy" if he is elected and invest instead in education, health care and job training. A tax cut for the middle class instead of the wealthy, Kerry says, is the "right way to strengthen our economy."

"Iowa Announcement" focuses on Kerry's belief that "the courage of Americans can change this country." Kerry says he believes Americans "can break the grip of special interests and bring back jobs and finally open up health care to all," adding that Americans' "courage can make sure that we do what's right for our country."

Both ads end the same way. Kerry concludes with the obligatory "I approved this message" line, but, in an unusual move, he delivers it while still standing on stage in front of the Des Moines crowd.

The ads began airing Wednesday on broadcast networks in six Iowa media markets -- Des Moines, Cedar Rapids, Sioux City, Quad Cities/Davenport, Mason City and Omaha, Neb. -- and in selected cable outlets throughout the state, according to a Sept. 3 release. Riverfront Media, a political unit of GMMB and SDD, produced the spot overnight for the Kerry campaign.

Kerry joins former Vermont Gov. Howard Dean, North Carolina Sen. John Edwards and Missouri Rep. Richard Gephardt in airing TV ads in Iowa.

Iowa polling has shown Kerry among the top three Democratic candidates in that state.

Ad Spotlight has the latest commercials from the 2003 and 2004 campaigns, issue/advocacy groups and searchable archives dating back to 1997.

Script of "Strength" (TV)

(On screen: Des Moines, Iowa; September 2, 2003)

JOHN KERRY: Three million jobs lost, too many of them in the heartland. That is an astonishing failure. If I am president, I will roll back the Bush tax cuts for the wealthy so we can invest in education, health care and the skills of our workers.

We need to be on the side of America's middle class, and a tax cut for them is the right way to strengthen our economy. I'm John Kerry, and I approved this message.

(On screen: JohnKerry.com; Authorized By John Kerry And Paid For By John Kerry For President)

Script of "Iowa Announcement" (TV)

(On screen: Des Moines, Iowa; September 2, 2003)

JOHN KERRY: I believe the courage of Americans can change this country. I believe the resolve of Americans can break the grip of special interests and bring back jobs and finally open up health care to all.

Your courage can make sure that we do what's right for our country, and I am honored to join you as a candidate for the president of the United States of America. I'm John Kerry, and I approved this message.

(On screen: JohnKerry.com; Authorized By John Kerry And Paid For By John Kerry For President)

To view the ad, you will need a current version of RealPlayer™, which is available for free from the Progressive Networks Web site.