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By Gwen Glazer, NationalJournal.com
© National Journal Group Inc.
Wednesday, June 2, 2004

Emphasizing his personal background and business experience, Colorado Republican Pete Coors released the first TV ad of his Senate bid.

In the 30-second "I'm Pete Coors," the brewery owner tells viewers that he "learned about business from the ground up." Calling himself a "jobs creator," Coors says he believes in honesty, civic responsibility and the environment. The ad cycles through Colorado landscapes and workplaces and concludes with the candidate standing in front of a barn in jeans and a plaid shirt.

Campaign spokeswoman Cinamon Watson said the ad went on the air Tuesday and will run statewide for an undetermined amount of time. McAuliffe Message Media produced the spot. She did not specify the cost of the buy.

Coors faces former Rep. Bob Schaffer in an Aug. 10 Republican primary. The winner of that race likely will face either state Attorney General Ken Salazar (D) or school administrator Mike Miles (D) in November.

Last month, Salazer released his first TV ad, "American Story," which touches on a plethora of messages, including his background.

Ad Spotlight has the latest commercials from the 2004 campaigns, issue/advocacy groups and searchable archives dating back to 1997.

Script of "I'm Pete Coors" (TV)

(On screen: A Conversation With Colorado)

PETE COORS: I learned about business from the ground up, from sweeping floors to running the company.

(On screen: Value Of Hard Work)

I'm Pete Coors. I'm a Colorado businessman, a jobs creator. I believe in civic responsibility, environmental conservation.

My proudest achievement? Marrying Marilyn and raising our six wonderful kids. I believe in straight talk and honest answers. Washington wastes too much of our money. Tax cuts can grow our economy, and we must be strong against terror.

I'm Pete Coors. I approved this message. Thanks for listening.

(On screen: Paid For By Pete Coors For Senate, Inc. Authorized By Pete Coors)

To view the ad, you will need a current version of RealPlayer™, which is available for free from the Progressive Networks Web site.