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Campaign 2004 Ad Archive

2004 Campaign Ads: White House Senate · House Governor 2008 Ad Archive 2007 Ad Archive 2006 Ad Archive 2005 Ad Archive Search Ad Spotlight How To View These Ads Weekly E-Mail Alert Ad Spotlight Main Page

White House ads dominated TV screens and radio waves during campaign 2004, as parties, issue groups and the candidates themselves got their messages out in the costliest election to date.

From Howard Dean's first spot in mid-June 2003 right up to Election Day, voters throughout the country -- especially in a handful of coveted battleground states -- were treated to a non-stop deluge of commercials on topics ranging from gay marriage and the economy to stem-cell research and the war in Iraq. In whatever air time remained, downballot candidates duked it out in spots of their own in this ad season totaling more than $600 million.

This page is your one-stop shop for the 1,700+ ads covered by Ad Spotlight in the 2004 cycle. Our downballot coverage focused on toss-up or vulnerable seats, and as such, not all Senate, House and governor races are listed below.

PRESIDENT BUSH'S ADS

       •  Candidates Make Last-Minute Appeals To Patriotism (Oct. 29, 2004)
       •  Candidates' Closing Spots Speak To Lessons, Leadership (Oct. 27, 2004)
       •  Put 'Em Up: Candidates In Closing Battleground Showdown (Oct. 26, 2004)
       •  Animals Star In Security-Focused Ad Campaigns (Oct. 25, 2004)
       •  White House Ads Ask Which Candidate Can Combat Terror (Oct. 18, 2004)
       •  Health Care Reform Dominant As Final Debate Looms (Oct. 13, 2004)
       •  Candidates Eye Economy; Terrorism Lingers (Oct. 12, 2004)
       •  Bush & DNC Duke It Out Over Health Care, Energy (Oct. 5, 2004)
       •  Bush, Kerry Exchange Jabs Over Remark (Oct. 4, 2004)
       •  Pre-Debate, Candidates Focus On Iraq (Sept. 28, 2004)

More Bush Campaign Ads _____________________________________________________ Bush Mocks Kerry For Shifting Positions  (Sept. 23, 2004) Bush Outlines Plan To Win War On Terror  (Sept. 21, 2004) Bush, Kerry Set Sights On Each Other  (Sept. 20, 2004) Bush Faults Kerry's "Big Government" Plan  (Sept. 14, 2004) Economy, Health Care Drive Latest WH Ads  (Sept. 13, 2004) Bush's Focus Shifts To Domestic Agenda  (Sept. 7, 2004) Pre-Convention, Bush Hits Kerry On Economy  (Aug. 27, 2004) Bush Undercuts Kerry's Intel Credentials  (Aug. 27, 2004) Bush Targets Sports-Conscious Audience  (Aug. 16, 2004) Bush Reinforces Commitment To Security  (Aug. 11, 2004) Bush Hints At Second-Term Domestic Agenda  (Aug. 10, 2004) In Spanish, Bush Promotes American Dream  (Aug. 10, 2004) Bush Promotes Optimistic Vision  (Aug. 4, 2004) Bush Stresses Leadership In Uncertain World  (Aug. 2, 2004) Bush's Anti-Kerry Ad Aimed At Black Voters  (July 16, 2004) Bush Goes After Kerry On Missed Votes  (July 9, 2004) Bush Flaunts Ties To Kerry's "First Choice"  (July 7, 2004) Bush Says Kerry Wrong On Terror  (July 2, 2004) Bush Unveils Targeted Economic Message  (June 22, 2004) Bush Decries Kerry's 'Pessimism'  (June 7, 2004) Bush Pans Kerry Over PATRIOT Act  (May 25, 2004) In Spanish, Bush Knocks Kerry On Education  (May 13, 2004) Bush Plays Up Education Initiatives  (May 12, 2004) Bush Hits Kerry On Military Spending Cuts  (April 26, 2004) Bush Derides Kerry's "Doublespeak"  (April 22, 2004) Bush Continues To Target Kerry On Taxes  (April 2, 2004) Bush Ribs Kerry On Gas Taxes  (March 31, 2004) Bush Slaps At Kerry's Home Base  (March 30, 2004) Bush's Bilingual Knock On Kerry's Tax Past  (March 26, 2004) Bush Criticizes Kerry's Iraq Funding Votes  (March 17, 2004) Second Salvo Hits Kerry Directly  (March 12, 2004) Bush Debut Lauds "Steady Leadership"  (March 4, 2004)

JOHN KERRY'S ADS

       •  Issue Groups Pound Out Final Spate Of Ads (Nov. 1, 2004)
       •  Candidates Make Last-Minute Appeals To Patriotism (Oct. 29, 2004)
       •  Hawaii Says 'Aloha' To Renewed Advertising Interest (Oct. 28, 2004)
       •  Candidates' Closing Spots Speak To Lessons, Leadership (Oct. 27, 2004)
       •  Put 'Em Up: Candidates In Closing Battleground Showdown (Oct. 26, 2004)
       •  Animals Star In Security-Focused Ad Campaigns (Oct. 25, 2004)
       •  Florida Ads Target Enviro- & Health-Conscious Voters (Oct. 21, 2004)
       •  Both Sides Seek To Appeal To Security Moms (Oct. 19, 2004)
       •  White House Ads Ask Which Candidate Can Combat Terror (Oct. 18, 2004)
       •  Kerry & Media Fund Tell Voters: Don't Be Fooled (Oct. 15, 2004)

More Kerry Campaign Ads _____________________________________________________ Focus Shifts Back To Iraq, Vietnam (Oct. 14, 2004) Health Care Dominant As Final Debate Looms (Oct. 13, 2004) Candidates Eye Economy; Terrorism Lingers (Oct. 12, 2004) Fox Assists Kerry; NDN Targets States (Oct. 7, 2004) Bush, Kerry Exchange Jabs Over Remark (Oct. 4, 2004) Environment, Energy Take Center Stage (Sept. 30, 2004) Ads Follow Debate To Florida, Tackle Iraq (Sept. 30, 2004) Pre-Debate, Candidates Focus On Iraq (Sept. 28, 2004) Kerry Fires Back At 'Fear-Mongering' Ad (Sept. 27, 2004) Media Fund: Bush & Saudis 'Too Close' (Sept. 27, 2004) Bush Mocks Kerry For Shifting Positions (Sept. 23, 2004) Kerry: Bush Health Care Plans Hurt Businesses (Sept. 22, 2004) Kerry: Bush Priorities Are Off Balance (Sept. 20, 2004) Bush, Kerry Set Sights On Each Other (Sept. 20, 2004) Kerry Defends Past; DNC Hammers Bush (Sept. 17, 2004) Kerry Courts Latinos; DNC Addresses Guard (Sept. 15, 2004) Economy, Health Care Drive Latest WH Ads (Sept. 13, 2004) Kerry Takes Message To Pennsylvania (Sept. 9, 2004) Bush Challenged On Domestic Issues (Sept. 8, 2004) Kerry Delivers Targeted Economic Messages (Sept. 7, 2004) Ad Blitz Begins With Focus On Ohio Economy (Sept. 3, 2004) Kerry Defends Vietnam Record (Aug. 20, 2004) Edwards Stumps For Kerry In Home State (July 26, 2004) Kerry Continues Latino Ad Campaign (July 21, 2004) Kerry: Jobs Are 'Lifeline' For U.S. Families (July 21, 2004) Kerry Spends $2M Targeting Black Voters (July 15, 2004) Kerry Shows Off Edwards, Targets Latinos (July 12, 2004) Plugs His Experience, Edwards' Bio (July 7, 2004) Kerry Emphasizes Diverse Experiences (July 1, 2004) Kerry Pushes 'Streamlined' Health Care (June 22, 2004) Kerry: Health Care Should Be A Right For All (June 3, 2004) Kerry Unveils Plans For 'A Stronger America' (June 1, 2004) Kerry Talks Issues, Funding On Air America (May 13, 2004) Kerry Launches $25M Bio TV Campaign (May 4, 2004) Kerry Offers Plans For Sharing Iraq "Burden" (April 21, 2004) Kerry Asks For Online Contributions (April 21, 2004) Kerry Argues Against Outsourcing  (April 2, 2004) Kerry Outlines Broad Plan, Ignores Bush (March 23, 2004) Kerry Counters Bush Claims On Taxes  (March 15, 2004) Cleland Touts Kerry's Courage, Abilities  (Feb. 25, 2004) Kerry Airs First Spanish Ad In Ariz., N.M.  (Feb. 3, 2004) Kerry Takes To The Air In Feb. 3 States  (Jan. 29, 2004) Kerry Sets Sights On Bush  (Jan. 23, 2004) Final Edwards, Kerry Iowa Ads Stay Positive  (Jan. 19, 2004) Iowa's First Lady Stumps For Kerry  (Jan. 16, 2004) Crewmate Recalls Kerry's Leadership  (Jan. 12, 2004) Shaheen Stresses Kerry's Qualifications  (Jan. 2, 2004) Kerry Vows to Break "Feeding Frenzy"  (Dec. 16, 2003) Kerry Reveals Game Plan For First 100 Days  (Dec. 5, 2003) Kerry Invokes Cancer Battle In Iowa Ad  (Nov. 26, 2003) "Mission Accomplished" Footage Used  (Nov. 11, 2003) In Iowa, Kerry Calls For Tax-Cut Rollback  (Nov. 3, 2003) Kerry Showcases Vietnam Experience  (Sept. 10, 2003) Kerry Ad Mirrors Iowa Spots  (Sept. 5, 2003) Kerry Debut Uses Announcement Speech  (Sept. 4, 2003)

INTEREST GROUP AND ISSUE ADS

       •  Issue Groups Pound Out Final Spate Of Ads (Nov. 1, 2004)
       •  Hawaii Says 'Aloha' To Renewed Advertising Interest (Oct. 28, 2004)
       •  Issue Groups Seek Out Latino, Enviro-Friendly Voters (Oct. 27, 2004)
       •  Put 'Em Up: Candidates In Closing Battleground Showdown (Oct. 26, 2004)
       •  Groups Clash Over Versions Of Sept. 11 Legislation (Oct. 26, 2004)
       •  Animals Star In Security-Focused Ad Campaigns (Oct. 25, 2004)
       •  NDN Warns Of Health Care Crisis (Oct. 25, 2004)
       •  Issue Groups Target Women, Question Kerry's Character (Oct. 22, 2004)
       •  Florida Ads Target Enviro- & Health-Conscious Voters (Oct. 21, 2004)
       •  Both Sides Seek To Appeal To Security Moms (Oct. 19, 2004)

More Interest Group And Issue Ads _____________________________________________________ White House Ads Focus On Terror  (Oct. 18, 2004) Kerry & Media Fund Tell Voters: Don't Be Fooled  (Oct. 15, 2004) Focus Shifts Back To Iraq, Vietnam  (Oct. 14, 2004) Health Care Dominant As Final Debate Looms  (Oct. 13, 2004) Black Issues, Tort Reform And... Milk?  (Oct. 12, 2004) Fox Assists Kerry; NDN Targets States  (Oct. 7, 2004) Bush & DNC Duke It Out Over Health Care  (Oct. 5, 2004) Vets' Families React To Bush's Performance  (Oct. 4, 2004) Abortion, Cuban Interests Top New Issue Ads  (Oct. 1, 2004) Environment & Energy Take Center Stage  (Sept. 30, 2004) Ads Follow Debate To Florida, Tackle Iraq  (Sept. 30, 2004) Media Fund, DNC Berate Bush On Policies  (Sept. 29, 2004) Pre-Debate, Candidates Focus On Iraq  (Sept. 28, 2004) Kerry Fires Back At 'Fear-Mongering' Ad  (Sept. 27, 2004) Media Fund: Bush & Saudis 'Too Close'  (Sept. 27, 2004) Bush Mocks Kerry For Shifting With The Wind  (Sept. 23, 2004) Texans Urge Bush To Release All Records  (Sept. 23, 2004) Swift Vets: Kerry Consorted With "Enemy"  (Sept. 22, 2004) Swift Vets Keep Heat On Kerry Over Medals  (Sept. 20, 2004) 527 Says Bush Must Be Held Accountable  (Sept. 20, 2004) Kerry Defends Past; DNC Hammers Bush  (Sept. 17, 2004) MoveOn: New Leader Needed To Exit Iraq  (Sept. 16, 2004) Kerry Courts Latinos; DNC Addresses Guard  (Sept. 15, 2004) Groups Say Black Voters Suffer Under Bush  (Sept. 14, 2004) MoveOn: Who Is Bush Kidding?  (Sept. 13, 2004) Economy & Health Care Drive Latest WH Ads  (Sept. 13, 2004) Texans For Truth Hit Bush On Guard Duty  (Sept. 10, 2004) MoveOn PAC Features Unhappy Bush Voters  (Sept. 8, 2004) Cheney Called Out On Gay Marriage Stance  (Sept. 7, 2004) ACLU Calls For Revisions To PATRIOT Act  (Sept. 7, 2004) MOB Goes After Bush  (Sept. 7, 2004) CFG Takes Issue With Kerry's Tax Record  (Sept. 2, 2004) DNC Declares 'Mission Not Accomplished'  (Sept. 1, 2004) Veterans Condemn Kerry For Protests  (Sept. 1, 2004) Gay Republican Group Decries Platform  (Aug. 31, 2004) DNC Blames Bush Policies For Lost Jobs  (Aug. 31, 2004) Nader Hit For Accepting 'Right-Wing' Money  (Aug. 30, 2004) Kerry's Ability To Fight Terror Questioned  (Aug. 27, 2004) Kerry War Record At Center Of Several Ads  (Aug. 24, 2004) DNC: Bush Is Wrong On Kerry's Record  (Aug. 19, 2004) Group Rails Against NCLB, Plugs Kerry  (Aug. 18, 2004) Enviros Blast Bush On Blackout Anniversary  (Aug. 17, 2004) MoveOn Strikes Back At Veterans' Criticism  (Aug. 17, 2004) Media Fund Takes On Outsourcing In Ohio  (Aug. 11, 2004) Libertarian Hopeful Airs Spots In New Mexico  (Aug. 11, 2004) LCV Renews Critique Of Bush Drilling Stance  (Aug. 10, 2004) DNC Continues Pro-Kerry Spending Spree  (Aug. 9, 2004) Veterans Question Kerry's War Record  (Aug. 5, 2004) DNC Goes On Air To Promote Kerry Message  (Aug. 4, 2004) Media Fund Recycles Past Bush Critiques  (Aug. 4, 2004) New Democrat Network Takes Aim At Bush  (July 28, 2004) CFG: Kerry Fudges Welfare, Taxes, Terror  (July 27, 2004) AFV: Bush Flip-Flops On Patients' Rights  (July 23, 2004) Groups Condemn Bush's Judicial Picks  (July 21, 2004) NRA Denounces Kerry's Gun Record  (July 21, 2004) MoveOn Ties Bush To Big Business  (July 21, 2004) Group Critical Of Nader's GOP Supporters  (July 13, 2004) Groups Target Bush On Gay Marriage  (July 12, 2004) Group Questions No Child Left Behind  (July 1, 2004) Group Addresses Latino Health Issues  (June 30, 2004) Group Targets Bush's Oil Policies  (June 29, 2004) Group Goes After Kerry On Terrorism  (June 25, 2004) Bush's Economic Progress Challenged  (June 23, 2004) CU Criticizes Clinton On Terroris  (June 21, 2004) Group Asks Bush To Explain Yucca Project  (June 18, 2004) CFG Links Bush And Reagan On Security  (June 16, 2004) MoveOn PAC Renews Halliburton Critique  (June 16, 2004) Media Fund Targets Bush In Missouri  (June 15, 2004) Group Renews Attack On White House Ties  (June 9, 2004) Group Goes After Nader's 'Ego' Problem  (May 28, 2004) Groups Blame Bush For High Fuel Prices  (May 25, 2004) Former Nader Supporter Voices Regrets  (May 25, 2004) MoveOn.org: It's Time For Rumsfeld To Go  (May 25, 2004) Group Rolls Out Hispanic Star Politicos  (May 18, 2004) LCV Blasts Bush's Offshore Drilling Plans  (May 18, 2004) Media Fund Hits Bush On Corporate Ties  (May 14, 2004) AFL-CIO: Bush's Priorities Are Too Spacey  (May 14, 2004) Media Fund Follows Bush To West Virginia  (May 13, 2004) Club Hails Bush For Sept. 11 Leadership  (May 13, 2004) Former Firefighter Praises Bush  (May 11, 2004) NARAL Derides Hughes' Terror Comments  (May 7, 2004) Group Spoofs Bush-Cheney Sitdown  (April 30, 2004) MoveOn Goes After Bush's Service Record  (April 27, 2004) Media Fund Again Hits Bush On Medicare  (April 26, 2004) SOE: Bush Puts Environment Up For Sale  (April 23, 2004) Redford & Olmos On Air For Enviro Group  (April 23, 2004) Media Fund Critiques Bush's Medicare Plan  (April 19, 2004) AFL-CIO Gets Personal On Outsourcing  (April 16, 2004) Dem Group Disputes Bush's Latino Efforts  (April 13, 2004) Sierra Club Launches Environmental Blitz  (April 12, 2004) MoveOn Anticipates Bush's 9-11 Testimony  (April 7, 2004) Group Says Dems Are Latinos' Only Hope  (April 5, 2004) Group Recycles Bush Spending Reprimand  (April 5, 2004) AFL-CIO Counters Bush's Economic Claims  (April 2, 2004) Clarke's Words Used Against Bush  (March 30, 2004) Media Fund Continues Anti-Bush Push  (March 29, 2004) MoveOn.org Tackles Mercury Pollution  (March 26, 2004) MoveOn.org Urges Bush Censure  (March 19, 2004) Media Fund Hits Bush On Jobs  (March 18, 2004) Media Fund: Bush Erodes Our Dreams  (March 10, 2004) Citizen's United: Kerry Too Elite  (March 9, 2004) MoveOn.org: Bush Hurting Workers  (March 4, 2004) MoveOn.org: Bush Deserves Censure  (Feb. 19, 2004) MoveOn.org: Bush Fails Lie Detector  (Feb. 13, 2004) LCV: Only Kerry Can Beat Bush  (Feb. 2, 2004) Bush-Hitler Comparison Is Criticized  (Jan. 22, 2004) NCPA: Social Security Answers Needed  (Jan. 22, 2004) Med Marijuana Backers Hit Democrats  (Jan. 20, 2004) Sierra Club: Bush Aids Corporate Polluters  (Jan. 22, 2004) Groups Discourage Amnesty For Illegals  (Jan. 13, 2004) Coalition Attacks Bush Immigration Plan  (Jan. 13, 2004) MoveOn.org Names Winning Ad  (Jan. 13, 2004) NRDC Ties Global Warming To N.H. Jobs  (Jan. 12, 2004) MoveOn.org: Bush Cheats Seniors  (Jan. 8, 2004) Dean's Tax-Hike "Freak Show" Decried  (Jan. 8, 2004) CFAW: Job Losses Tied To Immigrants  (Jan. 6, 2004) SEIU: PAC Pushes Dean Health Plans  (Jan. 5, 2004)

SENATE 2004 ADS
Please click on each state name for Ad Spotlight's full coverage of that race. More information can be found on our individual Senate Tip Sheets, while a full list of Ad Spotlight's Senate write-ups back to 1997 is available by search.

Alaska California Colorado Connecticut Florida Georgia Illinois Indiana Iowa

Kansas Kentucky Louisiana Missouri Nevada New Hampshire New York North Carolina North Dakota

Ohio Oklahoma Pennsylvania South Carolina South Dakota Vermont Washington Wisconsin

HOUSE 2004 ADS
Click on each link below for Ad Spotlight's full coverage of that state's 2004 House races. More information can be found on our individual House Tip Sheets, while a full list of Ad Spotlight's House write-ups back to 1997 is available by search.

Alabama Arizona California Colorado Connecticut Florida Georgia Illinois Kansas Kentucky

Louisiana Maine Maryland Michigan Missouri Nebraska Nevada New Hampshire New Mexico New York

North Carolina Ohio Oklahoma Oregon Pennsylvania South Dakota Texas Washington West Virginia Wisconsin

GOVERNOR 2004 ADS
Click on each link below for Ad Spotlight's full coverage of that state's 2004 governor races. More information can be found on our individual governor Tip Sheets, while a full list of Ad Spotlight's House write-ups back to 1997 is available by search.

Indiana Missouri Montana

New Hampshire North Carolina

Utah West Virginia

Search Ad Spotlight
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Weekly E-Mail Alert
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Ad Spotlight Extra: 2004 Year In Review
Some of the year's most memorable political ads referenced the war on terrorism, but kids, animals and even an actor or two made appearances as well. These are a few of our favorites.

How To View These Ads
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Ad Spotlight is written by Gwen Glazer, Meg Kinnard and Jennifer Koons.
Questions or comments? Send them to adspotlight@nationaljournal.com.