See Spot Run

The Ad That Could Seal the Deal

By Rick Horowitz

(If I were an ad man...)

Opening screen is black. From off-screen, a woman's voice -- she's in her late 20s, or early 30s. She could be a mother. She could be living right down the street. It's her voice we'll be hearing throughout the spot.

"I'll never forget that day."

Soft and mournful music, then the screen flashes a series of black-and-white photos of stricken faces -- male and female, all ages, all races, all walks of life.

"It was just a horrible time."

Mournful music continues. On the screen, more faces -- dazed and despondent.

"I was so glad we had President Bush."

Close-up of the president. Then the camera pulls back to show the president, megaphone in hand, his arm around a New York City firefighter. It's that famous shot from the World Trade Center site.

"His strength and his determination -- that whole week, and afterward -- it was really important. He helped get us going again."

Music grows slightly louder, and increasingly confident in tone. Cut more rapidly to photos of candlelight vigils, people comforting each other, people putting up flags, etc.

"But then..."

Music stops suddenly. Screen fades to black.

"It's like he got distracted or something."

Fade back up on president with firefighter. Camera zooms in on president's face -- but this time, the photo is slightly out of focus.

"Now things just seem to be heading in the wrong direction."

Hold out-of-focus shot of president, then quick cuts to photos of burning cars, chanting protesters, hostages being displayed on TV.

"It's really complicated. With everything that's going on in the world, it's hard to know what to do -- even when you have the best of intentions."

Photo of Donald Rumsfeld talking to the president. The president is listening.

"I don't dislike President Bush or anything -- I'm sure he's a good man, and I'm sure he's trying really hard to do the right thing."

Photo of George Tenet talking to the president. The president is listening.

"I just think it's time for a different kind of leadership."

Photo of Dick Cheney talking to the president. The president is listening.

"For the problems we have now..."

Photo of the president, alone.

"And for the future."

Camera pulls back from photo of the president. His image gets smaller and smaller.

"I'll always be grateful to President Bush for what he did."

Shrinking photo of the president disappears, replaced by full-color photo of Kerry behind large desk, signing papers, looking very much in command. Stirring, inspirational music starts gently, grows gradually louder.

"But this time, I'm voting for Kerry."

Inspirational music continues to grow. Photo of Kerry behind desk is replaced with Kerry himself, his face filling the screen, his eyes looking straight into the camera.

"I'm John Kerry, and I should definitely approve this message."

Posted 7/27/04. AND you should definitely tell your friends about "Rick's." And to preview Rick's latest campaign songs (professionally produced and performed by Nashville's Billy Davis and some top Nashville session guys), just click HERE -- you won't be sorry!

Rick Horowitz is a syndicated columnist, TV commentator, writing coach and public speaker

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