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Fla. Senate Hopefuls Air Positive Messages
By Meg Kinnard, NationalJournal.com
© National Journal Group Inc.
Wednesday, June 23, 2004
The Florida Senate primary is still more than two months away, but in this politically contentious state, several candidates have already begun their on-air campaigns.
Rep. Peter Deutsch, one of four Democrats in the race, went up last week with two ads featuring his home-district constituents. In "Jimmy," Claudine and Don Ryce tell how, when their nine-year-old son went missing, "one of the first calls we got was from" Deutsch. The Ryces also say Deutsch probably has "saved probably many children's lives because of things that he has done."
In "Fishermen," several commercial fishermen explain that, without Deutsch's help after Hurricane George, "we would have probably lost half of our commercial fishing industry." One man, Pete Worthington, tells North Florida residents that Deutsch "a good person, and he looks out for the people in the state."
Deutsch's ads are airing in the West Palm, Orlando and Panama City media markets in a two-week buy worth approximately $300,000. Marius Penczner of Penczner Media is the campaign's media consultant.
On Thursday, Republican Doug Gallagher became the first Sunshine State candidate to launch a statewide ad campaign. In the 60-second "Lightning," the Gallagher Financial Systems CEO says "lawyers and the career politicians in the United States Senate have given us a government of tiny, incremental changes." Gallagher is the solution to this morass, an announcer comments, calling the candidate "a Florida bolt of lightning and an amazing success at business."
The ad touches on Gallagher's personal life, noting that after his brother died from diabetes, Gallagher "helped raise more than $80 million, and today, a cure is within sight." The announcer also mentions the candidate's opinions on taxes and immigration.
"Lightning" is running statewide on cable stations in a three-week buy worth an estimated $1.3 million. The 60-second spot, as well as a 30-second version, were produced by Fred Davis.
Deutsch and Gallagher are not the first two candidates to go on the air in this race. Both Miami-Dade Mayor Alex Penelas (D) and state House Speaker Johnnie Byrd (R) began running ads last month.
This race has been rated a toss-up by the Cook Political Report.
Ad Spotlight has the latest commercials from the 2004 campaigns, issue/advocacy groups and searchable archives dating back to 1997.
Script of Deutsch's "Jimmy" (TV)
(On screen: Claudine & Don Ryce)
CLAUDINE RYCE: He was nine years old when he was kidnapped at gunpoint. I still miss Jimmy every day.
DON RYCE: One of the first calls we got was from Congressman Deutsch.
(On screen: Peter Deutsch)
CLAUDINE RYCE: Peter Deutsch was there for us when Jimmy went missing. It was like his own child was missing.
DON RYCE: We will always be grateful to him for that.
CLAUDINE RYCE: I think that he's saved probably many children's lives because of things that he has done. I think Peter Deutsch will make a good senator.
DON RYCE: Make a very good senator.
(On screen: Got millions for the Jimmy Ryce Center to recover abducted children)
PETER DEUTSCH [v/o]: I'm Peter Deutsch, and I approve this message.
(On screen: Peter Deutsch; Democrat for U.S. Senate; Fighting for Florida; www.Deutsch2004.org; Paid For By Deutsch For U.S. Senate. Approved By Peter Deutsch.)
Script of Deutsch's "Fishermen" (TV)
(On screen: Pete Worthington; Commercial Fisherman)
PETE WORTHINGTON: Well, with Hurricane George we probably had about 120 mile-per-hour winds.
(On screen: Gary Nichols; Commercial Fisherman)
GARY NICHOLS: Not only did we have damage to our houses but have our businesses.
(Headline on screen: Keys To Get Federal Help -- Source: Miami Herald, 7/12/2000; Tom Coppedge; Commercial Fisherman)
TOM COPPEDGE: Without Peter Deutsch, legislation and stuff, it would have been real hard for us to keep going.
GARY NICHOLS: We would have probably lost half of our commercial fishing industry.
PETE WORTHINGTON: I would just tell the people up in North Florida that haven't had any experience with him that he's a good person, and he looks out for the people in the state, and I think he would be a great senator.
TOM COPPEDGE: He fought for us down here, and he'll fight for the whole state.
PETER DEUTSCH [v/o]: I'm Peter Deutsch, and I approve this message.
(On screen: Peter Deutsch; Democrat for U.S. Senate; Fighting for Florida; www.Deutsch2004.org; Paid For By Deutsch For U.S. Senate. Approved By Peter Deutsch.)
Script of Gallagher's "Lightning" (TV)
(On screen: Doug Gallagher; Republican for U.S. Senate; Paid For By Gallagher For Senate And Approved By Doug Gallagher)
DOUG GALLAGHER: Name for me the problems Washington has really solved in the past two or three decades. The lawyers and the career politicians in the United States Senate have given us a government of tiny, incremental changes.
ANNOUNCER [v/o]: They talk the same, they walk the same, they are the same. America's solution is a Florida bolt of lightning and an amazing success at business named Doug Gallagher.
(On screen: Gallagher Financial Systems grew $0 to $50 million in 20 years)
DOUG GALLAGHER: We didn't just think to survive. We had a can-do spirit. Well you know what? We can do that with America, too.
ANNOUNCER [v/o]: When his brother died young of diabetes, he helped raise more than $80 million, and today, a cure is within sight. Doug says we can solve immigration by eliminating amnesty, replace the huge IRS tax code with a simple flat tax.
(On screen: Doug Gallagher opposes amnesty; Doug's for a flat tax)
DOUG GALLAGHER: We've tried it their way, America. Now let's try it our way.
ANNOUNCER [v/o]: Let's send this electrifying, fresh thinker to the Senate.
(On screen: www.GallagherforSenate.com; Doug Gallagher For U.S. Senate; American How Great We Can Make It!)
DOUG GALLAGHER [v/o]: I'm Doug Gallagher, and I approved this message.
To view the ad, you will need a current version of RealPlayer™, which is available for free from the Progressive Networks Web site.