Bush for President, Inc.

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

Maverick Media
 
 

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 [Music throughout] Gov. George W. Bush:  I think there's a lot of cynicism in America because of broken promises.  I believe most people expect the best out of elected officials and when elected officials disappoint them, it creates a cynical environment.

Secondly, I believe often times campaigns resort to mud throwing and name-calling.

And Americans are sick of that kind of campaigning.  What they want to hear is what's on people's minds and where the candidates' hearts are.

I'm going to run a campaign that is hopeful and optimistic and very positive.

  

 
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 mostly shows Bush in a casual setting talking to the camera.  Three scenes are intercut: a close up of a young woman's face in profile, several people talking amidst folding chairs in a rec. center apparently after a meeting, and Bush and wife Laura at some outdoors campaign event.

Analysis: In this ad the frontrunning Bush vows to take the high road.  The Bush campaign is anticipating attacks from the Forbes campaign similar to what Forbes did to Bob Dole in the 1996 campaign.  "Hopeful" could provide a bit of innoculation should such attacks materialize.