Bush for President, Inc.

"Successful Leader"
30 sec. TV spot run in Iowa and New Hampshire starting Oct. 25, 1999.
 

Maverick Media
 
 

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 [Music throughout] Male Announcer:  He's been hailed as the Republican Party's best hope to win the White House. 

As governor, he signed the two largest tax cuts in Texas history.

He reduced the growth of state government spending to the lowest in 40 years.

He improved public schools by restoring local control, raising standards and returning to basics.

He cut welfare rolls in half, reduced junk lawsuits and cut juvenile crime 38%.

George W. Bush.  A compassionate conservative leader.  A fresh start for America.

  

 
Background: The Bush campaign launched its TV advertising campaign on Oct. 25, 1999 with four TV spots and one radio spot.  It described the ads as "a series of positive, issue specific commercials."  The campaign further added, "The television buy is a mid-size one; the average person in Iowa and New Hampshire will see the ads approximately three to five times a week." 

Imagery: This ad includes18 different clips and uses a mix of footage types including black and white, sepia-toned and color.  The first image one sees in this first ad is Bush walking in a parade shaking hands.  There are other scenes of Bush as governor and at various events.  The close is a shot of Bush and his wife Laura.

Analysis: Many campaigns start their advertising efforts with a 60-second bio spot.  Bush did not.   Perhaps one of the advantages of being a commanding frontrunner is that one need not follow established norms; Bush also did not deliver a formal announcement speech.  In any event this ad does serve to introduce Bush, but rather than summarizing his career the focus is on Bush's accomplishments as Governor of Texas.  Six claims are made: signed the two largest tax cuts in Texas history, reduced the growth of state government spending, improved public schools, cut welfare rolls in half, reduced junk lawsuits and cut juvenile crime 38%.  The claim that Bush, "reduced the growth of state government spending to the lowest in 40 years" drew criticism from rival candidate Steve Forbes' campaign, which pointed out that state spending had increased at least 35% since Bush took office in 1995.  The two points are not mutually exclusive.