Joe Lieberman for President, Inc.

"Doing What's Right"
30-second TV spot run in NH starting Oct. 28, 2003 

Integrity Minded Media

Joe Lieberman:  Eighty-seven billion dollars is a lot of money for Iraq, too much in fact. 

That's the price we're paying because George Bush antagonized our allies, and had no plan to win the peace.
But we had to make a choice.  I didn't duck it.  I didn't play politics.  I voted to support our troops and finish the job. 

I'm Joe Lieberman, and I approve this message because leadership means doing what's right, even when it's not easy."

On the Screen:  Lieberman in a diner talking directly to the camera.

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.