Big Reason For Kerry Sucess - TV Ads

"Kerry has the most effective ads," said Frank Luntz, the MSNBC commentator who conducted both focus groups, which were observed by a few reporters. Kerry's ad, said Republican Luntz, "offer the right balance of Bush-bashing and solutions. They say exactly what Democrats want to hear. The advertising is a major reason for his success."

In both states, one of Kerry's ads shot off the chart as the voters in the focus groups dialed their approval on "perception analyzers," gizmos that viewers manipulate to signal how an ad or speech or debate answer is affecting them. First in Iowa and then in New Hampshire, Luntz (and the attendant journalists) were amazed as the same Kerry ad, reflected a rising arc of agreeing sentiment from the voters.

An announcer begins: "George Bush -- he let corporate lobbyists rewrite our environmental laws, sided with polluters not taxpayers. And now he's trying to roll back the Clean Air Act. John Kerry. He stopped George Bush and the oil companies from drilling in the Arctic and he has a plan for energy independence."

Kerry begins speaking: "I want to develop alternative fuels and more efficient cars. We'll create 500,000 new jobs, and we'll never have to send young Americans to war for Mideast oil again."

The announcer closes: "John Kerry -- the courage to do what's right," before Kerry adds the now-obligatory candidate authorization: "I'm John Kerry, and I approved this message."

The ad, in 30 seconds, weaves together themes important both to almost any Democratic constituency. It points out Bush's links to special interests and his determination to weaken environmental regulations. It brings in job creation and closes with a Middle East oil and an anti-war message, even though Kerry voted for the Iraq resolution.

"Well constructed," Luntz said after the New Hampshire focus group had, in effect, voted the Kerry ad best in show.