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Bush Debut Lauds 'Steady Leadership'
By Jennifer Koons, NationalJournal.com
© National Journal Group Inc.
Thursday, March 4, 2004
President Bush touts his leadership abilities and record on protecting the United States against security threats in the first TV ads of his re-election campaign.
During a Wednesday news conference to unveil the initial four spots, Bush's chief re-election strategist, Matthew Dowd, said the ad buy represents the "beginning stages of a conversation" the president will have with voters over the next eight months.
The 60-second ad "Lead" strikes a positive note and focuses on Bush's "faith in the people of America." In the beginning of the ad, Bush tells viewers, "One of the things that must never change is the entrepreneurial spirit of America." In the spot, first lady Laura Bush appears seated next to her husband and praises him for having "the strength, the focus" and "the characteristics that these times demand." Dowd said the first lady is an "important asset" to the campaign.
In 1996, former President Bill Clinton launched his re-election campaign with a 60-second ad similar to Bush's "Lead." American flags waved in the background as Clinton's domestic policy accomplishments appeared on screen. The spot concluded with video footage of Clinton standing on a balcony in the White House. At the end of Bush's new ad, the president is seen walking down an outdoor corridor in the White House.
The 30-second ad "Safer, Stronger" appears in both English and Spanish. The spot includes minimal dialogue and refers to the challenges the nation has faced since Bush took office, including "an economy in recession, a stock market in decline" and "a dot-com boom gone bust." The commercial also explicitly references Sept. 11, 2001. Calling the terrorist attacks "a day of tragedy," the ad includes footage of an American flag flying in front of a damaged World Trade Center building.
"The last few years have tested America in many ways," an announcer tells viewers in the spot titled "Tested." Nonetheless, he says, "America rose to the challenge." The ad credits "freedom, faith, families and sacrifice" for helping the nation get through these "tough times." As in "Safer, Stronger," this ad also features footage of World Trade Center wreckage.
Consultant Mark McKinnon of Maverick Media produced the spots. The ads will air in rotation on broadcast channels in media markets in at least 16 states expected to be competitive this year and nationwide on select cable networks. Dowd said a large section of the electorate will see the ads, but he would not confirm which states have been targeted so as not to reveal the campaign's strategy to the opposition. The chosen states are all 2000 battlegrounds, Dowd did add.
[Editor's Note: According to published reports, the Bush ads are running in 18 states -- Arizona, Arkansas, Delaware, Florida, Iowa, Maine, Michigan, Minnesota, Missouri, New Mexico, New Hampshire, Nevada, Ohio, Oregon, Pennsylvania, Washington, West Virginia and Wisconsin.]
Dowd declined to characterize the specific cost of the ad buy but described it as "moderate." He said the campaign has not decided how long these ads will remain on the air.
The ads do not mention or allude to the Democrats' presumptive nominee, Sen. John Kerry, D-Mass. Dowd said the "dialogue on Kerry has already begun," but he declined to say when ads directly addressing the Massachusetts senator would begin to air.
For his part, Kerry does not currently have any ads on the air, a campaign spokeswoman said Wednesday. But Bush's ads are not going unanswered. The MoveOn.org Voter Fund released a new TV spot in 17 states today criticizing the president's stance on overtime pay, saying Bush "is not on our side."
Ad Spotlight has the latest commercials from the 2004 campaigns, issue/advocacy groups and searchable archives dating back to 1997.
Script of "Lead" (TV)
(On screen: Diner; www.georgewbush.com)PRESIDENT BUSH [to camera]: One of the things that must never change is the entrepreneurial spirit of America. This country needs a president who clearly sees that.
(On screen: Bush speaking on the telephone; Bush reading)
LAURA BUSH [to camera]: The strength, the focus, the characteristics that these times demand.
(On screen: Unidentified man checking his cell phone; women speaking at a meeting; construction worker)
PRESIDENT BUSH [to camera]: And as the economy grows, the job base grows, and somebody who's looking for work will be more likely to find a job.
(On screen: Women in a U.S. military uniform saying goodbye to child)
I know exactly where I want to lead this country. I know what we need to do to make the world more free and more peaceful.
(On screen: Two men walker; women on the phone; family facing camera)
I know what we need to do to make sure every person has a chance at realizing the American dream.
(On screen: Teacher instructing class; senior citizen)
I know what we need to do to continue economic growth so people can find work, to raise the standards at schools so children can learn, to fulfill the promise to America's seniors.
(On screen: family clearing the table)
Americans are hard-working, decent, generous people. I'm optimistic about America because I believe in the people of America.
(On screen: Bush walking toward camera outside the White House; President Bush; Steady Leadership In Times Of Change; Approved By President Bush And Paid For By Bush-Cheney '04, Inc.)
PRESIDENT BUSH [v/o]: I'm President Bush, and I approve this message.
Script of "Safer, Stronger" (TV)
(On screen: Bush walking toward camera outside the White House; President Bush; www.georgewbush.com)PRESIDENT BUSH [v/o]: I'm George W. Bush, and I approve this message.
Text on screen: January 2001. The challenge:
(Video footage of Bush reciting the oath of office, Jan. 20, 2001)
An economy in recession.
A stock market in decline.
(Declining stock market numbers)
A dot com boom... gone bust... Then...
(Video footage of the wreckage from the Sept. 11, 2001, terrorist attacks; Girl watches her father raising American flag)
A day of tragedy.
A test for all Americans.
Today, America is turning the corner.
Rising to the challenge.
Safer, stronger.
President Bush. Steady leadership in times of change. Approved by President Bush; And Paid For By Bush-Cheney '04, Inc.
(American flag waves)
Script of "Safer, Stronger" -- Spanish (TV)
(On screen: Bush walking toward camera outside the White House; President Bush; www.georgewbush.com)PRESIDENT BUSH [v/o]: Soy George W. Bush, y aprobe este mensaje.
Text on screen: Enerdo de 2001: El Reto
(Video footage of Bush reciting the oath of office, Jan. 20, 2001)
Una economia en recesion.
La bolsa financiera en declive.
(Declining stock market numbers)
La bonanza de los punto com en bancarrota.
Y luego... un dia tragico.
(Video footage of the wreckage from the Sept. 11, 2001, terrorist attacks; Girl watches her father raising American flag)
Fue una prueba de nuestro valor.
Hoy, nuestros pais se mueve hacia delante.
Estamos mas seguros. Mas fuertes.
Con el Presidente Bush.
Vamos por buen camino.
President Bush. Steady leadership in times of change. Approved by President Bush; And Paid For By Bush-Cheney '04, Inc.
(American flag waves in background)
Script of "Tested" (TV)
(On screen: Bush walking toward camera outside the White House; President Bush; www.georgewbush.com)PRESIDENT BUSH [v/o]: I'm George W. Bush, and I approve this message.
(On screen: Black and white video footage of Americans)
ANNOUNCER [v/o]: The last few years have tested America in many ways.
Some challenges we've seen before.
(On screen: Video footage of the wreckage from the Sept. 11, 2001, terrorist attacks)
And some were like no others.
(On screen: Girl watches her father raising American flag)
But America rose to the challenge.
(On screen: Two children run past school building; students pledge allegiance)
What sees us through tough times?
(On screen: Children playing in front of white church; family, firefighter)
Freedom, faith, families and sacrifice.
(On screen: President Bush; Steady leadership in times of change; www.georgewbush.com; Approved By President Bush And Paid For By Bush-Cheney '04, Inc.)
President Bush. Steady leadership in times of change.
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