June 1, 2001
intercepted by Jesse Berney
From: Karl Rove
To: Vice President Cheney
Re: Issue ads
I just got some poll numbers in, and the news is not good.
All those trips across the country we've been sending the
President on? Haven't done shit. They got almost no airtime
on the networks, and the audiences were filled with GOP activists
who would gladly eat mud if we told them to. We're not really
accomplishing anything with these rallies, and we need to
change focus fast if we want to stick a rag in Gephardt and
only one answer, Dick: TV commercials. You can prattle on
about New York Times editorials and Meet the Press all you
want, but let's be honest. Americans pay more attention to
the Martin Sheen White House than the real thing. We'll get
more attention from a 30-second spot during the Simpsons than
we will from the State of the Union.
we'll get some shit for running ads this early, but we're
in a four-year campaign cycle now. Hell, we're already planning
the 2004 convention. Besides, we don't even have to worry
about raising money for these ads. We'll just reallocate half
of the FEC's budget for a special "Presidential Voter Education
Program." That'll put those paper-shuffling Boy Scouts in
their place. If the Dems complain, we'll just say they're
"practicing the politics of personal destruction." Amazing
how that still shuts them up.
how well the whole "RATS"
thing panned out. Getting that frame into the ad and then
leaking the story was a winner all around. We got the media
to stay away from the issues and made the Democrats look like
whiners for complaining about something so stupid. Karen and
Ari suggested short commercials with George speaking from
the Oval Office, and I figure we might as well do the "subliminable"
thing again. Below are some ideas for commercials, along with
images we can insert for a frame to get our real message across.
Let me know what you think.
the energy crisis"
unprecedented energy crisis looming.
will soon hit the whole country.
gas prices will kill small businesses and put families
extremists want to destroy our "American way of life"
by cutting our energy consumption.
obvious solution: more exploration, more drilling, and
more power plants.
is the enemy.
others through faith"
a heartwarming story of a man saved from poverty/addiction/crime
by a religious charity.
must play an important part in solving society's ills.
must be willing to try whatever it takes to solve the
problems facing our citizens most in need.
transferring budget for the Department of Health and
Human Services to Billy Graham.
those other religions weird?
some of the more frightening statistics we can dig up
a criminal in jail is the only way to keep him from
hurting law-abiding citizens.
pushers and dope heads are all over the streets, waiting
to destroy your peace of mind.
a gun is a great way to protect your family from crime.
protect you from the bad men.
role in the world"
strategic bad guy.
Korea: strategic missile defense excuse.
strategic bacon provider.
strategic pharmaceuticals customer.
mess with Texas.
Democrats are thwarting our agenda at every turn with
hold up our appointments and our budget.
waste the American people's valuable time on silly issues
like campaign finance reform even though we beat the
pants off John McCain in the primaries.
came to Washington, D.C. to change the tone and restore
honor and dignity to the presidency.
and dignity mean voting for what we want.
do this in the Oval Office.