Dean for America

"Join Us"
30-second TV spot run in Austin, TX starting Aug. 4, 2003.

Run in selected markets in WI starting Aug. 26, 2003.

Trippi, McMahon & Squier

Howard Dean (to camera):  I'm Howard Dean. 

I'm running for president and I approved this message because I want to change George Bush's reckless foreign policy, stand up for affordable health care, and create new jobs.

You know when you think about it, in the past 2 1/2 years we've lost over 2 1/2 million jobs.

And has anybody really stood up against George Bush and his policies?

Don't you think it's time somebody did?

Visit my web site.  Join my campaign.  Because it's time to take our country back.

On the screen: Medium wide shot of Dean talking to the camera, with trees and a road in the background.  He is wearing a blue shirt and no tie.  CG quickly added "Governor Howard Dean: Democrat for President."  The camera zooms in slowly, and by the end of the ad it is a medium close up shot. 

The CG changes several times, first replacing "Democrat for President" with an 866 telephone number, then replacing the 866 number with ""  As Dean says "has anybody really stood up..." he takes a step forward.  The CG text disappears, then comes back with the disclaimer.  Dean continues talking to camera.  At the end the campaign logo fills the screen.

Notes and Observations: In late July the Dean campaign did an online fundraising challenge ("Dean Team vs. Bush-Cheney Challenge"); after the initial target was met, the campaign announced additional contributions would go towards funding a "top secret" project.  In an August 1, 2003 post on Dean's official blog, that project was revealed to be this ad.  Mathew Gross wrote, "The people of Texas know George W. Bush better than anyone.  Throughout this campaign, Howard Dean has been standing up to George W. Bush, and what better place to stand up against what George W. Bush has done to the economy and our nation than in Bush's home state of Texas."  Note that on August 2 President Bush started a month-long vacation at his ranch in Crawford, TX (117 miles north of Austin).