What was NY to do before Rudy?
Posted: Wednesday, November 21, 2007 10:11 AM by Domenico Montanaro
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From NBC/NJ's Matthew Berger and NBC's Lauren Appelbaum
Giuliani introduced his third ad for the New Hampshire market in a week Wednesday. The new 30-second spot focuses on New York City's transformation from before Giuliani's mayoral stint to after, and uses George Will's proclamation that Giuliani led a successful conservative government.
During the first part of the ad -- "The world's 17th largest economy. Swimming in red ink. Record crime. Runaway taxes. A million on welfare. That was New York" -- pictures of despair in New York City are shown in rapid fire succession. The announcer then says "Until Rudy," and the mood changes -- with cheerful music and pictures more pleasing to the eye.
The terminology in the ad, entitled "Challenges," is telling: "In America's most liberal city, Rudy delivered. And he can do it again, in a place called Washington, D.C." It is almost mocking the politics of the city Giuliani ran for eight years, but could be very well-received among the Yankees-haters in the Boston market.
What the ad doesn't do is implicitly mention 9/11. While New York imagery is everywhere, this ad doesn't feature Giuliani speaking, or talking about being "tested" or dealing with crises. Most voters will equate those buzzwords with the terrorist attacks, even as Giuliani talks about cutting crime and welfare rolls.
Here's the script:
CHALLENGES (TV: 30)
ANNCR: "The world's 17th largest economy. Swimming in red ink. Record crime. Runaway taxes. A million on welfare. That was New York. Until Rudy. He cut taxes 9 billion. Welfare 60 percent. Crime in half. The most successful conservative turnaround in 50 years. In America's most liberal city, Rudy delivered. And he can do it again, in a place called Washington, D.C."
GIULIANI: "I'm Rudy Giuliani, and I approved this message."