The Ad: Thursday, Bush launched Trust, a 60-second narrative highlighting differences in how he and Gore would govern. It will run for seven to 10 days in 18 battleground states in a heavy media buy.
Audio: George W. Bush: I believe we need to encourage personal responsibility so people are accountable for their actions. And I believe in government that is responsible to the people. That's the difference in philosophy between my opponent and me. He trusts government. I trust you. I trust you to invest some of your own social security money for higher returns. I trust local people to run their own schools. In return for federal money, I will insist on performance. And if schools continue to fail, we'll give parents different options. I trust you with some of the budget surplus. I believe one fourth of the surplus should go back to the people who pay the bills. My opponent proposes targeted tax cuts only for those he calls the right people. And that means half of all income taxpayers get nothing at all. We should help people live their lives, but not run them. Because when we trust individuals, when we respect local control of schools, when we empower communities, together we can ignite America's spirit and renew our purpose.
Visual: Bush speaks to the camera. Scenes shown are: a mother with her baby, Bush talking with kids and adults on the campaign trail, Bush and Laura Bush with students, and Bush in a manufacturing plant and workers at the plant.
Fact check: Accurate, but Trust fails to tell the whole story on Gores tax cuts. Bush is correct in stating many taxpayers would not get a tax cut, but those who have children or are paying for education costs would get tax credits.
The Strategy: Trust sounds the same themes that Bush focused on in Tuesdays debate: his vision for Social Security, education, and the economy. Though Bush never mentions the Vice President by name, he portrays him as the candidate of big government and higher taxes. As Bush reiterates his trust in the American people and he is shown interacting with everyday folks, Trust helps Bush reach out to the voters.