January 31, 2008
TITLE: "Free Fall''
LENGTH: 30 seconds
AIRING: Feb. 5 states
SCRIPT: (ANNOUNCER) "Our economy could be heading into free fall. For millions of Americans, foreclosures, interest rates, and health care costs are spinning out of control. With your job and family security in the balance, the stakes have never been higher in choosing our new president. The person you can depend on to fix the economy and protect our future.''
(Hillary Rodham Clinton) "I'm Hillary Clinton and I approved this message.''
KEY IMAGES: A skydiver plunges through the air toward earth, intercut with newspaper headlines reflecting bad economic news. The skydiver's parachute eventually opens, juxtaposed with images of a crowd at a Clinton rally cheering and holding signs. Final shot of Clinton speaking into a microphone.
ANALYSIS: The ad reinforces a theme Clinton has stressed for weeks on the campaign trail -- that the economy is edging toward recession, with potentially devastating consequences for middle class families facing home foreclosures, job uncertainty and rising health care costs. Clinton wants to be viewed as the candidate best prepared to grapple with these problems.
The former first lady has laid out an economic stimulus plan that includes a controversial 90-day freeze on home foreclosures. None of the specifics of that plan are mentioned in this ad, which is more impressionistic than literal.
Clinton often describes a "trap door'' economy, suggesting many voters are one mortgage payment or chronic illness away from falling through. The images of skydiver plunging to earth reflects that sense of personal vulnerability she has tried to convey.
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On the Net:
http://youtube.com/watch?v=37LwStiMs6Y