Strategic Perception, Inc.

Hot Ads of the Week: GOP Challengers Hitting Dems Hard

Jill Jackson, Robert Hendin
Political Hotsheet
September 24, 2010

Welcome back to Hot Ads of the Week. The ads keep coming and more and more Republican challengers are hitting hard at the Democrats for the economy, health care, and in one particularly interesting ad, for just about everything. (Read the entire story.)

Mourning in America

Number five brings us back to the Reagan years. This minute long ad running on cable is from a group called "Citizens for the Republic" which is run by some former Ronald Reagan staffers.

The ad plays off of Reagan's classic "Morning Again in America" ad which was very positive about where things were after his first term in office.

This ad is the complete opposite in tone, with a similar slow powerful narration, slamming President Obama for failure and a weakened country, instilling fear and anger instead of hope and inspiration.

The ad though is a near complete mirror in image, including references to people working and couples getting married. The imagery of the new ad includes families with young children at a funeral and many pictures of babies and young kids waving flags. Besides the different spelling, from "Morning" to "Mourning," the new ad makes other changes to the sentiments first played 26 years ago:

The 1984 Ad: "Today more men and women will go to work than ever before in our country's history."
The 2010 Ad: "Today, 15 million men and women won't have the opportunity to go to work."

The 1984 Ad: "Under the leadership of President Reagan, our country is prouder, and stronger, and better."
The 2010 Ad: "Under the leadership of President Obama, our country is fading, and weaker, and worse off. His policies were a grand experiment — policies that failed."

The new ad ends with: "This November let's choose a smaller, more caring government ... one that remembers us."