New Kerry ad reaches out to non-Democrats
The Associated Press
6/30/2004, 4:06 p.m. ET
(AP) — Details of new television ad from Democratic presidential candidate John Kerry, to begin airing Wednesday:
TITLE: "Pilot."
LENGTH: 30 seconds.
PRODUCER: Shrum, Devine, Donilon and Squier, Knapp and Dunn.
AIRING: New Mexico.
SCRIPT:
Announcer: "He's a husband and father. A pilot, a hunter, a hockey player. Tough prosecutor, advocate for kids. Nineteen years Senate Foreign Relations Committee. Author of a strategy to win the war on terror. A combat veteran who has been praised by former chairmen of the Joint Chiefs of Staff under both Presidents Reagan and Clinton. Stronger at Home. Respected in the World. John Kerry for President."
Kerry: "I'm John Kerry and I approved this message."
KEY IMAGES:
The ad opens with Kerry and his wife, Teresa Heinz Kerry, laughing before quickly moving to a shot of Kerry years ago playing ball with his young daughters. Three quick clips follow of Kerry piloting a plane, shooting a rifle and in hockey gear on an ice rink. Kerry then is shown in a courtroom, surrounded by children and on the phone. Next appears the cover of his 1997 book, "The New War: The Web of Crime That Threatens America's Security." And then, a black-and-white photo of Kerry in his Navy uniform.
ANALYSIS:
The ad is heavy on descriptions of Kerry's foreign relations experience, an attempt to subtly contrast his record with that of President Bush, who has portrayed himself as a strong leader in the war on terror with the turmoil in Iraq. However, as in other ads, Kerry does not name Bush.
By running the commercial only in New Mexico, Kerry uses it to counter an anti-Kerry commercial that a conservative interest group is airing in the state questioning his ability to "hunt down terrorists." With the race in New Mexico appearing tight, Kerry likely doesn't want to let the Progress for America Voter Fund make inroads with unanswered advertising.
Kerry also is trying to reach non-Democrats by invoking Reagan while promoting himself as a hunter and tough-on-crime prosecutor. In that same vein, the ad seeks to show Kerry's other dimensions, as more than simply a 19-year senator and a Vietnam veteran.
While Kerry is dark everywhere else for the holiday, it's possible the campaign is testing the ad in the one market to see if it resonates with independent, swing or conservative voters before taking it national.
Analysis by Liz Sidoti, Associated Press writer.
Copyright 2004 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
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