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THE STATE / THE RECALL CAMPAIGN | AD WATCH

Peter V. Ueberroth

Orange County businessman Peter V. Ueberroth has launched a statewide radio advertising campaign. Ueberroth himself does not speak in the 60-second spot, in which two announcers highlight the gubernatorial candidate's career and direct listeners to his Web site. The Ueberroth campaign declined to disclose details of its media strategy, including how much is being spent and where the ads will run.

August 31, 2003|Doug Smith

Producer: Bob Nelson

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The Script: Announcer 1: In a crisis we need a proven leader who brings people together to solve problems. Announcer 2: That's why so many Californians are turning to Peter Ueberroth. Announcer 1: Ueberroth led the highly successful L.A. Olympics. For the first time ever -- as Peter promised -- the Olympics did not run a deficit. Announcer 2: In fact, he delivered a $220-million surplus. Announcer 1: 1992, Peter Ueberroth volunteered to help California get out of a deep recession. Announcer 2: He led a diverse bipartisan commission which developed specific actions that dealt effectively with that economic crisis. Announcer 1: Peter Ueberroth has begun laying out a specific detailed plan to make California work again. Announcer 2: Learn about his plan at peterfor governor.com. Announcer 1: Visit peterforgovernor.com to learn about the Carry the Torch for Peter Issues Forum in your community. Announcer 2: You can ask Peter questions personally at the forum, or at peterforgovernor.com. Announcer 1: Paid for by Peter Ueberroth for Governor.

Accuracy: The ad accurately portrays Ueberroth's role in leading the 1984 Olympics without significant incident to a profitable conclusion. The claim that the bipartisan commission he led "dealt effectively" with the economic crisis of the early 1990s ignores the nationwide economic turnaround. The ad leapfrogs over two episodes that brought controversy into Ueberroth's public life. Though he is credited with leading Major League Baseball back to profitability, his one term as commissioner was marred by charges of team collusion that resulted in $280 million in fines. Ueberroth resigned as head of the Rebuild L.A. committee in 1993 after falling short of his goal for securing private funds to fix riot-torn Los Angeles.

Analysis: The low-key dialogue seeks to reintroduce a name that briefly was a household word in the 1980s, due largely to the Olympics. It portrays the candidate as "a businessman and problem solver," rather than a politician. Purportedly an invitation to meet the candidate in person, the ad directs listeners to a Web site on which they can sign up for a list from which some will be selected. Only two events were listed. Ueberroth's campaign said more events will be scheduled.

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Reported by Doug Smith

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Los Angeles Times

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