Campaign Communications « Primary Ads

Primary Ads

During the primaries, voters have seen and heard presidential campaign ads done in a range of creative styles and approaches, ranging from over-the-top uplifting to attack to humorous. In addition to the ads from the campaigns themselves, viewers are seeing and hearing many, many super PAC ads (Iowa mix).

This cycle, among the major candidates, broadcast advertising did not begin until June 2011, and there was some advertising in the summer leading up to the Straw Poll. The Santorum campaign opened with a radio ad on June 13. Pawlenty went on TV in Iowa starting June 22. Bachmann joined the fray with a radio ad starting June 24. Paul had an ad in July as well. Following the Straw Poll advertising tailed off; Paul ran ads in September and October. In late October/early November advertising finally began to pick up. In late October Cain ran a radio ad. Perry went up on TV on Oct. 26, and Cain launched his first TV ad in Iowa on Nov. 9. Romney, who last cycle became the first major presidential candidate to run TV ads starting on on Feb. 21, 2007, launched his first ad in New Hampshire on Nov. 22. Gingrich went up in Iowa on Dec. 5, and Santorum on Dec. 15. Longshot Fred Karger did some very modest buys as well. Although a couple of Obama ads were noted on Iowa cable TV on Nov. 28, not until mid-January 2012 did the Obama campaign go up with its first major buy.
See also: General Election Ads.

With assistance from Mike Dec, 4president.org.

Ads
Obama for America
"Made in America" (Feb. 23, 2012 - TV ad, MI). +
"Unprecedented" (Jan. 18, 2012 - TV ad, IA, MI, NC, OH, VA and WI). +
"JoinObama.com: Building an Organization" two versions (Nov. 28, 2011 - TV ad cable in IA). 1, 2

Bachmann for President [ended campaign Jan. 4, 2012]
"Iron Lady" (Jan. 2, 2011 - TV ad, statewide in IA).
"Voices from Michele Bachmann's 99 County Tour: Part Two" (Dec. 23, 2011 - TV ad, IA). +
"Voices from Michele Bachmann's 99 County Tour: Part One" (Dec. 23, 2011 - TV ad, IA). +
"Important Decisions," "Life," "Don't Settle" (Dec. 23, 2011 - radio ad, IA).
"Believe It" (Aug. 3, 2011 - TV ad, statewide in IA).
"Courage" (July 20, 2011 - TV ad, statewide in IA).
"Waterloo" (July 7, 2011 - TV ad, statewide in IA).
"Hometown" (June 24, 2011 - radio ad, Waterloo, IA).

Friends of Herman Cain [ended campaign Dec. 3, 2011]
"America needs jobs!" (Dec. 2, 2011 - TV ad, IA). +
"Smoking Tractor" (Nov. 9, 2011 - TV ad, statewide in IA on FOX).
Kleckner endorsement radio ad (ea. Nov. 2011 - IA).
title? (Oct. 25, 2011 - radio ad, national).

Newt 2012
"2.50 Plan" (March 2, 2012 - TV ad, TN; later in AL, MS). +
"$2.50 per Gallon Gasoline, Energy Independence and Jobs – An Address by Newt Gingrich” (Feb. 22, 2012 - TV ad "in key cities"). +
"Latinos with Newt" (Feb. 17, 2012 - TV ad, AZ). +
"Latino Americanos Para Newt" (late Jan. 2012 - TV ad in Español, FL). +
"What Kind of Man?" (Jan. 27, 2012 - TV ad, FL). +
title? (pulled Jan. 26, 2012 - radio ad in Español, FL). +
"The Moment" (Jan. 17, 2012 - TV ad, SC). +
"Changed?" (Jan. 10, 2012 - TV ad, SC). +
"Timid vs Bold" (Jan. 5, 2012 - TV ad, NH and SC). +
title? (through Jan. 3, 2012 - radio ad, IA).
"Main Street" (Dec. 28, 2011 - TV ad, IA). +
"Winning the Argument" (Dec. 28, 2011 - TV ad, IA). +
"Merry Christmas from Newt and Callista" (Dec. 25, 2011 - TV ad, IA). +
"We Deserve Solutions" (Dec. 13, 2011 - TV ad, IA). +
“Is the America We Love a Thing of the Past? Newt Says No” (Dec. 5, 2011 - TV ad, IA). +

Jon Huntsman for President [ended campaign Jan. 16, 2012]
"Country First" (Jan. 9-10, 2012, TV ad, NH).
"Only One" (approx. Jan. 6, 2012, TV ad, NH). +

Ron Paul 2012 Presidential Campaign Committee (+)
"Plan" (April 19, 2012 - TV ad, RI). >
"Vote Texas" (April 10, 2012 - TV ad, TX). +
"Plan" (Feb. 29, 2012 - TV ad, VT, March 8-13, 2012 - TV ad, HI). 1,2,3
"Three of a Kind" (Feb. 29, 2012 - TV ad, WA, March 1, 2012 - TV ad ID).
"Fake" (Feb. 21, 2012 - TV ad, MI and Super Tuesday states). +
"Big Dog" (Jan. 20, 2012 - TV ad, MN and NV). >
"Three of a Kind" (Jan. 16, 2012 - TV ad, SC). +
"Betrayal" (Jan. 9, 2012 - TV ad, SC). +
title? (through Jan. 3, 2012 - radio ad, IA).
"Believe" (Jan. 2, 2012 - TV ad, broadcast and cable statewide in NH). +
"Machine" (Dec. 28, 2011 - TV ad, IA and NH). +
"Staying on the Right Path" (late Dec. 2011 - TV ad, IA).
"Rand Paul on Ron Paul's principled leadership" (Dec. 24-25, 2011 - TV ad, IA and NH). +
"The One"-updated version (Dec. 20, 2011 - TV ad, IA and NH). +
"Newt Gingrich Serial Hypocrisy 60 second" (Dec. 7, 2011 - TV ad, IA). +
"Big Dog" (Dec. 5, 2011 - TV ad, IA and NH). +
"Plan" (Oct. 19, 2011 - TV ad, IA, NH, SC and NV). +
"Consistent" (Oct. 18, 2011 - TV ad, IA, NH, SC and NV ). +
"Life" (Oct. 14, 2011 - broadcast and cable in IA; radio in IA, NH, SC and NV). +
"Secure" (Oct. 7, 2011 - TV ad, cable, IA, NH, NV, SC). +
"He Served" (Sept. 22, 2011 - TV ad, national, IA, NH, NV and SC). +
"Trust" (Sept. 6, 2011 - TV ad). +
"The One" (Aug. 16, 2011 - TV ad, IA and NH). +
"Conviction" (July 15, 2011 - TV ad, IA and NH; July 18, 2011 in NV). +

Pawlenty for President [ended campaign Aug. 14, 2011]
"The Only Candidate" (July 21, 2011 - TV ad, IA).
"The American Comeback" (July 20, 2011 - TV ad, IA).
"Faith" (July 13, 2011 - radio ad, IA).
title? (July 9, 2011 - radio ad, IA).
"Results Not Rhetoric" (July 5, 2011 - TV ad, IA).
"Results Not Rhetoric" (June 24-July 4, 2011 - radio ad, Des Moines, IA).
"Results Not Rhetoric" (June 22-July 3, 2011 - TV ad, IA).

RickPerry.org [ended campaign Jan. 19, 2012]
"President of Honor" (Jan. 11, 2012 - TV ad, SC).
"Values" (Jan. 6, 2012 - TV ad, SC). +
"Game Show" (Dec. 29, 2011 - radio ad, IA).
"Fox" (Dec. 29, 2011 - TV ad, IA broadcast and cable).
"Part-Time Congress" (Dec. 26, 2011 - TV ad, IA broadcast and cable). +
"President of Honor" (Dec. 23, 2011 - TV ad, IA broadcast and cable). +
"American Story" (Dec. 21, 2011 - TV ad, national cable and IA broadcast and cable). +
"Problem/Solution" (Dec. 15, 2011 - TV ad, national cable and IA broadcast and cable) +
"Politically Correct" (Dec. 13, 2011 - TV ad, national cable and IA broadcast and cable). +
"Obamacare" (Dec. 8, 2011 - TV ad, IA). +
"Strong" (Dec. 7, 2011 - TV ad, IA). +
"Faith" (Dec. 2, 2011 - TV ad, IA). +
"Energy Jobs" (Dec. 1, 2011 - TV ad, IA). +
"What's That Line Again" (Dec. 1, 2011 - TV ad on Leno in IA only). +
"Outsider" (Nov. 19, 2011 - TV ad, IA). +
"Lazy" (Nov. 16, 2011 - TV ad, IA). +
"Values" (Nov. 9, 2011 - TV ad, IA). +
"Conservative Voices" (Nov. 2, 2011 - radio ad, IA and NH). +
"Doer" (Oct. 31, 2011 - TV ad, IA and Nov. 2, 2011, NH). +
"Creating Jobs" (Oct. 26, 2011 - TV ad, IA). +

Buddy Roemer for President
"Reforming America" (Dec. 23, 2011 - radio ad, NH).

Romney for President ...all
title? (April 3, 2012 - TV ad, WI).
"Conservative Record" (March 22, 2012 - TV ad, WI). +
"Wrong Choice" (March 16, 2012 - TV ad, IL). +
"Oportunidad" (March 15, 2012 - radio ad in Español, PR). +
?title (March 2012 lead up to primary - radio ad, OH).
"Never" (Feb. 24, 2012 - TV ad, MI). +
"Romney Difference" [America is Drowning] (Feb. 17, 2012 - TV ad, MI). +
"Growing Up" (Feb. 14, 2012 - TV ad, MI). +
"Conservatives Across America" (Feb. 1, 2012 - radio ad, NV). +
"Conservative Leader-Colorado" (Feb. 1, 2012 - radio ad, CO). +
"History Lesson" (Jan. 28, 2012 - TV ad, FL). +
"Hechos" (Jan. 25, 2012 - radio ad in Español, FL). +
"Nevada Families" (Jan. 25, 2012 - TV ad, NV). +
"Estoy" (Jan. 23, 2012 - radio ad in Español, FL). +
"Florida Families" (Jan. 23, 2012 - TV ad, FL). +
"Conservative Leader-Florida" (Jan. 23, 2012 - radio ad, FL). +
"Ready to Lead" (Jan. 19, 2012 - TV ad, SC). +
"Ready to Lead" (Jan. 19, 2012 - radio ad, SC). +
"Bright Future" (Jan. 17, 2012 - TV ad, FL).
"Shares Our Values" (Jan. 13, 2012 - radio ad, SC). +
"Conservative Leader-Nevada" (Jan. 13, 2012 - radio ad, NV). +
"Bright Future" (Jan. 13, 2012 - TV ad, SC). +
"Nosotros" (Jan. 11, 2012 - TV ad in Español, FL). +
"Free Enterprise" (Jan. 6, 2012 - radio ad, SC). +
"Free Enterprise" (Jan. 5, 2012 - TV ad, SC). +
"Leader" (Jan. 3, 2012- TV ad, FL).
"American Optimism" (Dec. 30, 2011 - TV ad, NH). +
"Freedom and Opportunity" (Dec. 29, 2011 - TV ad, IA). +
"Conservative Agenda" (Dec. 26, 2011 - TV ad, IA). +
"Character" (Dec. 23, 2011 - TV ad, IA). +
"Leader" (Dec. 16, 2011 - TV ad, SC).
"Milford, NH" (Dec. 16, 2011 - TV ad, NH). +
"Moral Responsibility" (Dec. 15, 2011 - TV ad IA; and Dec. 22, 2011, NH). +
"Conservative Leader - Iowa" (Dec. 9, 2011 - radio ad, IA). +
"Conservative Leader - NH" (Dec. 9, 2011 - radio ad, NH). +
"Leader" (Dec. 7, 2011 - TV ad, IA and NH). +
"The Right Answer-Iowa" (Dec. 1, 2011 - TV ad, IA). +
"The Right Answer" (Nov. 30, 2011 - TV ad, NH). +
"Believe in America" (Nov. 22, 2011 - TV ad, NH). +

Rick Santorum for President [ended campaign April 10, 2012]
"This Man" (April 2, 2012 - TV ad, WI). +
"Funny But True" (March 20, 2012 - radio ad, national). +
?title (March 2, 2012 - radio ad, national).
"Your Side" (Feb. 24, 2012 - TV ad, MI) + and "Made in the U.S.A." (Feb. 23, 2012 - TV ad, MI).
"Say What" (Feb. 23, 2012 - TV ad, MI). +
"Rombo" (Feb. 15, 2012 - TV ad, MI). +
"Quotes" (Feb. 14, 2012 - TV ad, MI). +
"Very, Very Best Chance" (Feb. 14, 2012 - TV ad, MI). +
"Out Of This World" (Feb. 3, 2012 - radio ad, national). +
"Only One" (Feb. 1, 2012 - radio ad, national). +
"Deal" (Jan. 31, 2012 - TV ad, CO and NV). +
"Easy Answer" (Jan. 17, 2012 - TV ad, SC). +
"Best Chance" (Dec. 31, 2011 - TV ad, IA; to run in NH in ea. Jan). +
"Unite" (Dec. 28, 2011 - radio ad, IA). +
"Pop Up" (Dec. 23, 2011 - TV ad, IA). +
"Sing, Sing, Sing" (Dec. 15, 2011 - TV ad, IA). +
"Disaster" (Nov. 15, 2011 - radio ad).
"Agree" (Oct. 14, 2011 - radio ad, IA).
"Courage to Fight for America" (June 13, 2011 - radio ad, nat'l satellite; later in IA, NH, SC).

Fred Karger for President
"Pee Wee Romney" (May 24, 2012 - TV ad, cable in Los Angeles, San Diego and San Francisco, CA). +
"Sexy Frisbee" (April 26, 2012 - TV ad, So. CA).
"Hola, Puerto Rico" (March 15, 2012 - TV ad, PR). +
"Let's Make History" (Feb. 23, 2012 - TV ad, MI). +
"Fed Up Michigan?" (Feb. 16, 2012 - TV ad, Lansing/Central MI). +
"Fed Up" (Jan. 3, 2012 - TV ad, WMUR and NH cable). +
"Jobs Now!" (Dec. 1, 2011 - TV ad, WMUR in NH). +
"American Spirit" (announced Oct. 27, 2011; Karger planning to run on TV in NH). +
"Tyrannosaurus Rex" (June 13, 2011 - video/TV ad, Des Moines, IA and NH; and during several debates).
"Demon Frisbee" (May 7, 2011 - video/TV ad, NH).
Fred Karger Presidential Exploratory Committee
"Independence Day" (Nov. 23, 2010 - video/TV ad, IA).
Rights Equal Rights
"Battle of Concord 2011" (Jan. 28, 2011 - TV ad, NH).

Andy Martin for President
half-hour TV ad (Jan. 1 and Jan. 8, 2011 - WMUR in NH).
anti-Obama spot (Feb. 24, 2011 - NH).