If the Boutique Firms Got the Call...
New York asked four ad agencies known for break-
through work to design their own Bush and Kerry spots.
 
Agency 1     |     Agency 2     |     Agency 3     |     Agency 4         Next>>>
 
The Great Debate
Agency: Kaplan Thaler Group
In a 1992 spot, Linda Kaplan Thaler introduced the memorable image of a teenage Bill Clinton shaking the hand of JFK. Forced to swap sides here, she pits John Kerry against John Kerry, using the Democrat’s own contradictory statements to paint him as a serial waffler. Kaplan Thaler says the agency scrapped ideas that featured Bush: “If you’re going to do negative advertising, people enjoy it more if it has a wink. And I wouldn’t even call this negative. It’s almost like saying, ‘We don’t need to contradict Kerry, he already did it himself.’ ”
 
 
1.
 
2.
Kerry 1: “I think it was the right decision to disarm Saddam Hussein, and when the president made the decision, I supported him.”

Kerry 2: "If anyone believes that John Kerry would have gone to war as President Bush had done, then they shouldn’t vote for me.”

   
3.
4.
Kerry 1: “NAFTA recognizes the reality of today’s economy—globalization and technology.” Kerry 2: "I don’t support the Free Trade agreement of the Americas.”
   
5.
6.
Kerry 1: “I actually did vote for the $87 billion before I voted against it.”
Kerry 2: “I never said that.”
VO: Do you know which John Kerry is running for president?
VO: Neither does he.
 
See also...
 
U.S. Survival: Bush-Kerry Election Game 2004 by Mother
 
Speechless by Mad Dogs & Englishmen
 
Flip-Flop by Dimassimo Brand Advertising
 
 
From the April 19, 2004 issue of New York Magazine.