Joe Lieberman for President, Inc.

"Middle Class Tax Cut"
30-second TV spot run in NH starting Oct. 28, 2003 

Integrity Minded Media

Joe Lieberman: Look at this. The Republicans are talking about billions of
dollars in new tax breaks for  corporations.  It's unbelievable.  They're going to ransack the whole Social Security trust fund if we don't stop them.

I'm Joe Lieberman and I approve this message because we need to restore
integrity and fairness to our taxes. 

My plan shuts down the outrageous loopholes for corporations.  It raises rates for those who can afford it, and cuts taxes for the middle class.  It's the right thing to do.

On the Screen:  Lieberman in a diner talking directly to the camera.  He is holding a newspaper.

Notes and Observations:  After watching the Dean, Edwards, Gephardt and Kerry campaigns go on the air in New Hampshire, the Lieberman campaign finally entered the fray with its first two ads, billed as part of an "On the Road with Joe" series.   In a conference call upon the release of the two ads, Mandy Grunwald and Mark Penn  explained that this approach gives the campaign the "ability to do these spots fast and off the news" and be "relevant and current."  They described the style as "informal" and "conversational."  Grunwald and Penn said they decided to eschew a traditional bio ad ("let me talk about me") in favor of speaking to "voters and what their concerns are."  These first two ads were filmed in Delaware.