John Kerry for President, Inc.

"Strength"
30-second ad run in Iowa (Des Moines, Cedar Rapids, Sioux City, Quad Cities / Davenport, Mason City and Omaha, and on selected cable outlets) starting Sept. 3, 2003.

GMMB

[Music] John Kerry: Three million jobs lost, too many of them in the heartland. 

That is an astonishing failure. 

If I am President I will roll back the Bush tax cuts for the wealthy so we can invest in education, health care, and the skills of our workers. 

We need to be on the side of Americaís middle class, and a tax cut for them is the right way to strengthen our economy. 

Iím John Kerry, and I approve this message.

 
On the screen: 1. Medium shot of Kerry speaking and gesturing; American flags in the background.  Add text "Des Moines, Iowa, September 2, 2003."  2. Shot from the side of Kerry speaking.  3. Head on MCU of Kerry speaking, flags in the background.  Add text "Senator John Kerry."  4. Wide shot of the crowd.  5. CU of people waving Kerry signs.  6. Shot from the side.  7. Head on shot.  8. Wide shot of people waving Kerry signs.  9. Head on shot.  10. Kerry, away from the podium, speaks directly to the camera and points to the audience.
Notes and Observations: This ad and the companion ad "Iowa Announcement" recall the real time ads Bush used in his 2000 NH primary campaign.  "Strength" and "Iowa Announcement" were produced overnight in Iowa from footage of Kerry's Sept. 2 announcement in Des Moines.  The closing clip of Kerry speaking directly to the camera provides a nice offbeat touch.