Bush-Cheney '04, Inc.

"Whatever It Takes"

60-second TV ad announced Oct. 27, 2004.

President Bush: These four years have brought moments I could not foresee and will not forget.

I’ve learned first hand that ordering Americans into battle is the hardest decision, even when it is right.

I have returned the salute of wounded soldiers who say they were just doing their job.

I have held the children of the fallen who are told their dad or mom is a hero but would rather just have their mom or dad.

I’ve met with the parents and wives and husbands who have received a folded flag. And in those military families, I have seen the character of a great nation.

Because of your service and sacrifice, we are defeating the terrorists where they live and plan and you’re making America safer.

I will never relent in defending America, whatever it takes.

President Bush voiceover: I’m George W. Bush and I approve this message.


On the Screen
Notes and Observations:  The campaign had to adjust this ad,  its final one, after it was reported that an image with an audience of soldiers had been Photoshopped (using the rubber stamp tool an area was filled with the same troops repeated over and over).