CLINTON FOR PRESIDENT AD SCRIPTS: POST-NEW HAMPSHIRE
©1992 Clinton for President Committee.  Produced by Great American Media, Inc.

"WRONG"        :30                            Feb. 22 '92
NARRATOR:  Bob Kerrey and Paul Tsongas think they can fool us with misleading negative attacks.  But here are the facts.  Bill Clinton is fighting to save the family farm and subsidies -- always has, always will.

In fact as a farm state governor he's been a leader in rural economic development.  And Clinton supports a middle class tax cut paid for by a tax increase on the very rich.  That won't ad a dime to the deficit, but it will put hard-working middle-class Americans first for a change.

Say no to negative politics.  Say yes to Bill Clinton's fight for the forgotten middle class.

Comments: Responding to attacks in South Dakota, Clinton comes out squarely for farm subsidies.  "Wrong" is clearly not an ad for city folk.



"TACKLE"        :30                            Feb. 24 '92
CLINTON:  This election is about change: Change in our party, change in our leadership, change in our nation.

NARRATOR:  Bill Clinton is fighting for the forgotten middle class.  Taking on the failed politics of both parties with an innovative plan to convert defense jobs to civilian jobs.  Tackling corporate irresponsibility.  No more tax breaks to ship our jobs overseas but new incentives to create jobs here at home.  Making the very wealthy pay their fair share so the middle class can finally get some tax relief.  Bill Clinton for President.

VIDEO: "Tackle" opens with a clip from Clinton's announcement speech, then has a montage of images.  "New Covenant" is very similar.



"NEW COVENANT"    :30                            Feb. 24 '92
CLINTON:  This election is about change: Change in our party, change in our leadership, change in our nation.

NARRATOR:  Bill Clinton is the only one challenging the failed politics of both parties.  Tackling corporate irresponsibility.  No more tax breaks for shipping our jobs overseas but real incentives to invest here at home.  Insisting those on welfare move into the workplace, but offering the education, training and child support they need.

Opportunity.  Responsibility.  New ideas.  Old-fashioned values.  Bill Clinton, the change we need.



"TIME"        :30                            Feb. 25 '92
NARRATOR:  Paul Tsongas or Bill Clinton.  Time magazine says much of what Tsongas proposes smacks of trickle-down economics.  He even says he'll be the best friend Wall Street ever had.  Another capital gains tax cut for the rich, a cut in cost of living adjustments for older Americans and a 5-cent a year hike in the gas tax.

But that's what went wrong in the 80s.  Bill Clinton wants change.  No more tax breaks for companies moving our jobs overseas but new incentives to create jobs at home.  More education and job training and making the rich pay their fair share.

Bill Clinton.  He'll put people first.

Comments: Responding to the Tsongas threat, the campaign launched "Time."  The simple, mostly text ad attacked a number of the former Massachusetts Senator’s positions; there were as well several variants:

"Power" (Feb. 25 '92).  Replaced "a cut in cost of living adjustments for older Americans" with "more nuclear power plants."

"Hike" (March 3 '92).  Replaced "a cut in cost of living adjustments for older Americans and a 5-cent a year hike in the gas tax" with "and a 50-cent hike in the gas tax over ten years for the rest of us."

The close has a very nice picture-postcard like image of Clinton with a new slogan, "He'll put people first."



"PROGRESO"        :30                            March 3 '92
A Spanish version of "Progress" (New Hampshire).



"DREAM"        :30                            March 3 '92
NARRATOR:  In the 80s, Washington sold America down the river by letting this country get hooked on foreign oil.  Thousands of Texans lost their jobs.

CLINTON:  This election is about change: Change in our party, change in our leadership, change in our nation.  [fades].

NARRATOR:  Bill Clinton will be a different kind of president.  His plans stop depending on foreign oil and start relying on America's natural gas.  That will  not only mean good jobs for Texans; it will be good for America.

CLINTON:  I hope you'll join us in this crusade for change.  Together we can put government back on the side of the forgotten middle class and restore the American Dream.

VIDEO: "Dream" opens with a still photo of an oil well.  Next is the familiar clip from the announcement speech and a montage of images.  The close is a segment from the New Hampshire spot "Plan."



"PAGE"        :30                            March 3 '92
NARRATOR:  How much do you know about Paul Tsongas' economic plan?

Page 22 -- he proposes another capital-gains tax cut for the rich.

Page 21 -- cuts in cost of living increases for older Americans.

54 -- more nuclear power plants.

And page 50 -- a 50-cent hike in the gas tax over 10 years. 

Time magazine says much of what Tsongas proposes smacks of trickle-down economics.  He even says he'll be the best friend Wall Street ever had.

Isn't it time we closed the book on the 1980s.  Paul Tsongas: more of the same.

Comments: Again Tsongas is the target.  The ads were effective as Tsongas noted later when he suspended his campaign.



"PEOPLE FIRST"    :30                            March 4 '92
CLINTON:  One of the reasons we got in trouble in the 1980s is we forgot the values we were raised with.  We forgot to reward work and family and faith; instead we rewarded turning the quick buck, getting it while you can.

NARRATOR:  Bill Clinton will put people first again.  Sweeping education reform, job training, moving people from welfare to work, demanding corporate responsibility.

CLINTON:  We do need more incentives for business, but they should be targeted for people who will create jobs and opportunity in America.  No more something for nothing for anybody.  If we will organize ourselves and put our people first, we can win again.

VIDEO: Clips of Clinton speaking to a small group in a library setting bracket a montage of images.



"TRIPLE PLAY"        :30                            March 12 '92
NARRATOR:  Who's going to fight for working families?  Jerry Brown?

Citizens for Tax Justice says Jerry Brown's flat tax proposal would cut taxes for the rich by 50%, raise taxes for the middle class, and create a new 13% national sales tax.

And Paul Tsongas?

He proposes another capital gains tax break for the rich and up to a 50c hike in the gas tax over ten years for the rest of us.

Only Bill Clinton is fighting to make the rich pay their fair share, fighting for the forgotten middle class.

Bill Clinton.  He'll put people first.

Comments: "Triple Play" aims at Tsongas and at Brown and promotes Clinton all in the same spot.  There was also a refinement of "Triple Play"...
"For Us" (March 17 '92).  Replaced "flat tax proposal" with "national tax proposal", instead of "by 50%" with "in half" and adds after "the forgotten middle class" "for education, for job training."



"COMMITMENT"    :30                            March 12 '92
NARRATOR:  Why are they attacking Bill Clinton?  Politics pure and ugly.

But this is the real Bill Clinton.  A lifetime of commitment to fighting for people.  That's why he's been re-elected five times by the people who know him best.  Voted most effective by his fellow governors, Democrat and Republican.   He's built the economy: manufacturing jobs at ten times the national rate.  Sweeping education reform: Time magazine cited his state as one of two that showed the most improvement in the 80s.  A record of achievement unmatched in the last decade. 

Bill Clinton.  He'll put people first.



"WHICH"        :30                            March 19 '92
NARRATOR:  Jerry Brown says he'll fight for "We, the people."  Question is which people.

He says he's for working families, but his tax proposal has been called a flat-out fraud.  It cuts taxes for the very rich in half and raises taxes on the middle class.

Jerry Brown says he'll clean up politics and limit campaign contributions, but a year ago he helped lead the fight that killed campaign reform and contribution limits in California. 

So next time Jerry Brown says he's fighting for the people, ask him which people.  And which Jerry Brown.

Comments: Jerry Brown emerges as the main threat to Clinton and becomes the prime target in Clinton’s advertising.



"CHANGE"        :30                            March 26 '92
NARRATOR:  Jerry Brown says he wants change, but Newsday says his tax changes would quote stick it to the very people he claims to help. 

Our Senator Moynihan calls Brown's plan unconscionable because it would destroy the Social Security Trust Fund. 

Citizens for Tax Justice says that Brown would triple taxes on the poor, raise taxes on the middle class and add a new 13% sales tax. 

In the Daily News, Brown's plan is called the greatest single rip-off of working people in history.

Only Bill Clinton is fighting for a better deal for all of us.  He'll put people first.

Comments: "Change" cites various credible sources to tarnish Brown.



"FIGHTING"        :30                            March 26 '92
CLINTON:  I have spent my life fighting for change, taking on the establishment to improve peoples' lives.  As Governor, I fought for real education reform.  Now I'm fighting to put government back on the side of the forgotten middle class.

No more tax breaks for moving our jobs overseas, but real incentives to invest here at home.

I'm fighting for national health care by taking on the big insurance and drug companies.

I want to make the rich pay their fair share in taxes so we can give the poor and middle class families a break.

I think it's time to put people first for a change.

Comments: This talking head spot features a hoarse Bill Clinton.



"FIRST"        :30                            date???
NARRATOR:  He's stood up to the tabloids, the false attacks, told the truth and shown real character.

Bill Clinton, a lifetime of commitment to fighting for people.  Re-elected five times by the people who know him best.  Voted most effective by his fellow governors, Democrat and Republican.  A Rhodes scholar, educated at Georgetown and Yale Law School, his state is recognized as a leader in education reform and economic development.  Creating manufacturing jobs at ten times the national rate.  A record of achievement unmatched in the last decade.  Bill Clinton -- fighting for the forgotten middle class.  He'll put people first.



"IDEA"        :30                            March 30 '92
 NARRATOR:  Who'll fight for us?  Jerry Brown?   

Citizens for Tax Justice says Brown's plan will triple taxes for the poor, raise taxes on the middle class and add a new 13% sales tax.

The Milwaukee Sentinel says its a dopey idea.

Senator Moynihan called Brown's plan unconscionable because it would destroy the Social Security Trust Fund.

It's been condemned as the single largest rip-off of working people in history.

Only Bill Clinton is fighting to make the rich pay their fair share, fighting for the forgotten middle class, for education, jobs and health care.

Bill Clinton.  He'll put people first.

Comments: "Idea" is very similar to the New York ad "Change" but replaces Newsday and Daily News with a Wisconsin credible source.



"SERRANO"        :30                            April 1 '92     [extremely rough draft partial transcript]
 SERRANO: Les habla congresista José Serrano.  Quiero ... que creo que Bill Clinton... el proximo presidente.

Bill Clinton se reconoce como con uno des gobernados mas efectivos.

Bill Clinton fue educado en Georgetown y en escuela de leyes de Yale.

Es un lider empleos, la reforma educativa y los salud

En Arkansas Bill Clinton ha creado empleos a un ritmo 10 veces mas que el promedio nacional.

Bill Clinton: luchador de la clase media



"RECORD"        :30                            April 1 '92
NARRATOR:  Looking for a different candidate for President?  Someone who actually has a serious plan to move us forward and put people first.  Like ending tax breaks for corporations that move our jobs overseas but new incentives to invest here in America.  Sweeping education reform, job training, affordable health care, moving people from welfare to work, fighting for the forgotten middle class.  It's about a real commitment to healing racial divisions, uniting this country to compete and win again.  That's the plan of a different candidate.

His name?  Bill Clinton.  Yes, the real Bill Clinton.



"RESPONSE"        :30                            April 2 '92
 NARRATOR:  You have to wonder about Jerry Brown.  First he didn't tell the truth about his tax plan.  It will triple taxes on the poor and raise taxes on the middle class.  Senator Moynihan said it would put a silver bullet through the heart of Social Security.

Now Brown's not telling the truth about his own record.  CNN found his ad claim just plain wrong.  He raised taxes in California and left the state with a huge deficit.  And he's not telling the truth about Bill Clinton's civil rights record -- an outstanding record of fighting against bigotry and hatred of any kind.  Now you know the truth, and the truth is we just can't believe Jerry Brown.



"ENDORSE-NY"        :30                        April 6 '92
NARRATOR:  Looking for a different candidate for President?  Well there is one.  The New York Times says it's Bill Clinton, the real Bill Clinton.  They say he's intelligent, experienced, gregarious, with powerful ideas for the country.

The New York Post calls him the best man in the race.  He's thought long and hard about the issues facing America.

The Daily News says Bill Clinton is the only candidate with the potential to give George Bush a run for his money, and the only one with programs that promise to work.

The choice is finally clear.  Bill Clinton for President.

Comments:  A straightforward newspaper endorsement spot along the lines of "Endorsements" (Feb. 13 '92) from New Hampshire.



"CASUALTIES"        :30                            April 20 '92
This is Susan Chiusano, who's juggling four kids and two jobs, working seven days a week to make ends meet.  Bill Brierton, who worked twenty-four years and lost his job and his dreams.  Two of the millions of casualties of the Reagan-Bush war on America's middle class. 

Some people say I've taken some hits lately, but nothing like the hits the American people have taken.

You deserve better.  I want to create jobs, invest in education and health care, make sure the rich pay their fair share...put our people first.

That's what really matters.

VIDEO: "Casualties" opens with black and white still photos of people who are struggling economically.  The rest of the ad features Bill Clinton speaking (plain background).



"FAMILY"        :30                            April 21 '92
NARRATOR:  It's a story as old as the American Dream.  And it begins in a small town called Hope.  His father died just before he was born, and his mother and her family struggled to give him better opportunities, to teach him that with hard work, faith and a good education anything was possible.

Bill Clinton.  He worked his way through Georgetown...a Rhodes scholarship...Yale Law School, then went home to Arkansas not to chase dollars but to try to make a difference for others.

Education reform, job creation, welfare reform, changing peoples' lives for the better.  That's the work of his life.  That's why he's running for president.

Comments:  Similar to "Hope."



"PROMO-PHIL"        :30                            April 21 '92
"PROMO-PITT"        :30                            April 21 '92
CLINTON:  In Pennsylvania, you know as well as anyone, America's in trouble and people are hurting.  That's why I'm fighting so hard for real change.  I know you've heard a lot about me, but I want you to hear from me, directly.  That's why on Saturday night at 7:30 on Channel 3 in Philadelphia and Channel 4 in Pittsburgh, I'll answer your questions and talk about what really matters to you and your family.  Join us for this special program and join in our campaign to put government back on the side of the forgotten middle class and restore the American Dream.

Comments: "Promo" announces a half-hour show, thus serving the same function as "Vision" (Feb. 11 '92) from the New Hampshire primary two months earlier.



"RECORD-EDUCATION"        :30                        May 16 '92
NARRATOR:  He worked hard to put himself through school so he knows the value of education.  As governor, Bill Clinton has spent a decade reforming some of the worst schools in the country.  Against stiff opposition from special interests, he was the first governor who stood firm on teacher testing...fought for sex education and health clinics in schools, required kids to stay in school or lose their driver's licenses.  Today graduation rates are up, class sizes are smaller and students are learning more.  A real education president with a real plan.  Read it for yourself.



"PEOPLE-TODAY"    :30                            May 20 '92
"PEOPLE-SACTO"    :30                            May 22 '92
"PEOPLE-FRESNO"    :30                            May 22 '92
CLINTON:  The American people ought to be mad.  The middle class is collapsing; poverty is exploding.  Only the rich are doing better because for twelve years we've been dominated by selfishness and greed and a concern for the short run.  And frankly both parties in Washington have let us down.  We've got to invest in our people again -- in our jobs, in our education, in our health care.   We've got to try some ideas that neither party has embraced.  We've go to put this country together again.  We can turn it around, but only if we put our people first.

Comments: In this ad run in California, Clinton loosens his tie, moves out of office settings and takes note of the voters' discontent.