Edwards for President, Inc.

30-second ad run in SC starting Aug. 18, 2003. 

Axelrod & Associates


[Music in background]  John Edwards: I'm John Edwards.  I'm running for President. 

I was born right here in South Carolina.  This was my first home.  The folks I grew up with--they weren't famous and they sure weren't rich, but they worked long and hard to give their kids a better life. 

As President, I'll work hard to protect our jobs, make health care affordable, and open the doors of opportunity to everyone.

I approved this message because I want you to know I will never forget where I come from and who I'm fighting for.


On the screen: Medium wide shot of Edwards sitting on the porch of a modest home.  CG identifies him as "John Edwards U.S. Senator, North Carolina."  He is wearing a blue button down shirt and dark pants.  The camera moves around and slowly zooms in.  CG added across the bottom of the screen "For a copy of the Edwards plan" and the campaign's website address.  CG disclaimer.  Eventually finishes with a medium close up of Edwards' face.
Notes and Observations:  Edwards evokes his South Carolina roots in an effort to connect with South Carolina viewers.