Bill Richardson for President Exploratory Committee, Inc.

"Life's Work"
60 sec. ad to run on broadcast affiliates and cable systems reaching voters in IA and NH starting April 23, 2007.

Produced by Steve Murphy and Mark Putnam of Murphy Putnam Media in Alexandria, VA.

Back to ad page

[Music in background]

Text on Screen: "We have to undo the damage.  The world is waiting."  -Bill Richardson. 

Male Announcer:  He's been nominated four times for the Nobel Peace Prize. 

Freeing American hostages held by some of the world's worst dictators. 

One of America's best governors with more international experience than just about anyone else in the 2008 field. 

But what would Bill Richardson do differently to heal America and restore our place in the world?

His life's work has been bringing people together through patient, determined diplomacy and governing with humour and high expectations

In New Mexico he's used tax cuts to reward companies that put people to work, helping create over 80,000 new jobs, up to sixth in the nation for job growth. 

And no other state has done as much to promote renewable energy and fight global warming.

He has an optimism that our leaders can meet in good faith and achieve great things because he's done it so many times before.

Bill Richardson voiceover:  I'm Bill Richardson and I approve this message.


Notes:  This ad and 30-second ad "The Wall" make the Richardson campaign the first Democratic presidential campaign to run TV advertising in Iowa and New Hampshire.  "Life's Work" has an elegant feel to it.  The opening grabs viewers' attention with about five seconds where there is just a quote on the screen and music, and that music conveys a sense of hopefulness and new beginnings.  The ad is built around 16 black and white photos.  The first one includes Bill Clinton, another shows him looking very presidential, surrounded by advisors, in a setting that looks much like the colonnade at the White House.  There's also a bit of Western imagery, namely images of Richardson riding a horse and wearing a cowboy hat.