DNC-Democratic Victory 2000, Inc.

"Prescription Drugs"
30 sec. TV spot run in 16 states (DE, FL, GA, IL, IA, KY, LA, MD, MI, MO, NM, OH, OR, PA, WA and WI) starting June 8, 2000. 

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[Music] Male Announcer: Every week, Bob Darthez has to afford his groceries and prescription drugs.

He's worked a lifetime, but now he's at the mercy of the big drug companies.

They're using money and lobbyists to stop progress in Washington.

Al Gore is taking them on.  Fighting for a Medicare prescription drug benefit for seniors like Bob Darthez.

Gore: People can't afford these ridiculously high prices for prescription medicines...When their doctor prescribes medicine for their health and well being, they ought to be able to take it.


Background: This was the first of the so-called "issue ads" run by the political parties in the approximately two months leading up to the national conventions.  Democrats elected to lead with the issue of the high cost of prescription drugs and specifically the Gore proposal for a prescription drug benefit.  The ad targets "big drug companies" as the villian.  Gore is shown several times and speaks in the closing part of the ad.  (Gore is shown on screen for a total of 12 seconds, including 10 seconds talking to the camera). The presentation of Gore in this ad is not as effective as it might be; in one clip he is shown making a somewhat wooden gesture, and when he is shown speaking to the camera it looks as if he is wearing lipstick.  The DNC launched a web site to go with the ad, www.1-877-leadnow.com; the web site is not nearly as Gore-centric.