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"Morning in America" is the common name of an effective political campaign television commercial formally titled "Prouder, Stronger, Better" and featuring the opening line "It's morning again in America." The ad was part of the 1984 U.S. presidential campaign of Republican Party candidate Ronald Reagan. It featured a montage of images of Americans going to work and a calm, optimistic narration that suggested that improvements to the U.S. economy since his 1980 election were due to Reagan's policies and asked voters why they would want to return to the pre-Reagan policies of Democrats like his opponent Walter Mondale. It ends with a picture of Reagan and the tagline "Ronald Reagan — Leadership That's working."
It is generally considered one of the most effective political campaign ads ever, mainly for its simple, optimistic message. The phrase "It's morning again in America" is used both as a literal statement (people are shown going to work) and to bring to mind other common sayings such as "a new day has dawned" and "wake up and smell the coffee."
Full text of the ad:
It's morning again in America. Today more men and women will go to work than ever before in our country's history. With interest rates at about half the record highs of 1980, nearly 2,000 families today will buy new homes, more than at any time in the past four years. This afternoon 6,500 young men and women will be married, and with inflation at less than half of what it was just four years ago, they can look forward with confidence to the future. It's morning again in America, and under the leadership of President Reagan, our country is prouder and stronger and better. Why would we ever want to return to where we were less than four short years ago?
The ad was written and narrated by ad man Hal Riney, who also wrote and narrated Reagan's resonant "Bear in the woods" ad (titled "Bear") as well as his "America's Back" ad. To many, his rich, avuncular voice represented wholesomeness and authenticity.
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Well, all these many years after st. ronnie, it IS morning again in America, millions have awakened over cheap coffee to realize that we have all been royally fucked during the night.
It's morning again, and it's the kind of a morning where you know you drank a fifth of something last night but you can't remember exactly what cause there's a rat in your brain.
It's morning again cause the paper boy just delivered the bad news about Iraq and the impending air strikes on Iran. And the illegal immigrant milk man just delivered some poison Chinese milk by-product to your door, and you hear the birds choking in the morning ozone.
It's morning again in America cause most Americans are miserable and pissed off about almost everything and you can't drown them out, it's morning again, and Uncle Sam has a hangover from hell.
Whatever happened to all that sunny, reagany, top o' the morning to you optimism? Where's that fancy ad man with the soothing, grandfatherly voice?
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