Really MD

Really MD | George W. Bush, 2000
"Really MD," which first aired on September 1, 2000, was the first attack ad of the general election campaign for George W. Bush. With the economy in good shape, and no major domestic or international problems, Bush was attempting to maintain his image as a genial, sincere person. In late August, Bush blocked an attack ad challenging Al Gore's trustworthiness. However, the strategy changed because Gore was enjoying a post-convention bounce. The ad team, led by Alex Castellanos, decided to raise questions about Gore's trustworthiness and integrity. The ad "Really" makes the attack with humor, and with the softening touch of using a female narrator. The woman is commenting sarcastically about an Al Gore ad that is playing on a small television set. As Governor Bush's communications director Karen Hughes explained, "They tried to insulate Bush from the harshness of the message. They put the words in the mouth of an anonymous narrator. They used a woman's voice. They phrased the criticism in a humorous way." Relatively mild by the standards of the 2004 and 2008 elections, this ad was viewed by the press as particularly harsh, with headlines such as "RNC Gets Really Nasty," "Bush Approves New Attack Ad Mocking Gore," and "Bush Torpedoes Himself."

Credits:
"Really MD," Republican National Committee, 2000
Maker: Cold Harbor Films
Original air date: 08/31/00
Video courtesy of the Republican National Committee