Advertisement

THE STATE / THE RECALL CAMPAIGN | AD WATCH

Peter V. Ueberroth

Peter Ueberroth's campaign has released its first television advertisement, a 30-second spot that campaign officials say will begin airing statewide today. The campaign would not disclose how much it will spend on the advertisement.

September 08, 2003|Scott Martelle

Producer: Bob Nelson

Title: "Lead"

Script: Begins with old footage of a young-looking Ueberroth in a green jacket from the 1984 Los Angeles Olympics, as an announcer says: "Peter Ueberroth took the L.A. Olympics from a deficit to a $200-million surplus...." A series of titled images follow, beginning with Ueberroth and the Competitiveness Council, which he led in 1991 after being appointed by Gov. Pete Wilson, a Republican, as the announcer continues: "And helped lead California out of its last recession." Next comes footage of Ueberroth with groups of people. "Leadership in crisis is what Peter Ueberroth does best." He then is shown shaking hands with former Los Angeles Mayor Tom Bradley, a Democrat, as the announcer says: "Bringing together the finest talent regardless of political party." Images of Ueberroth with businesspeople and workers continue as the announcer says: "Ueberroth will make the tough decisions needed to balance the budget. Peter is a proven problem-solver who can help save jobs and create more jobs." As the scene shifts to Ueberroth on a bluff overlooking the ocean, the announcer concludes: "Peter Ueberroth, governor." The advertisement ends with Ueberroth saying, "Let's make California work again."

*

Accuracy: The Olympics reference is a bit off in that Olympics in other cities had run deficits, but Ueberroth was hired to build the Los Angeles Olympics from the ground up -- in effect, beginning without a deficit. The L.A. Olympics were notable for being the first to make money and signaled a new era of marketing and promotion for the event. Although the Competitiveness Council drafted suggestions for reversing the recession, relatively few were adopted. Ueberroth has not said how he would balance the budget.

*

Analysis: The ad is designed to introduce Ueberroth to voters too young to remember the Olympics and remind older voters of the generally positive feelings many had toward the 1984 games. But it also seeks to push Ueberroth as a problem-solver. The repeated mention of jobs emphasizes the theme his campaign stresses -- that he is an experienced trouble-shooter who would focus on the economy.

*

Reported by Times staff writer Scott Martelle

Los Angeles Times

Advertisement
Los Angeles Times Articles
|
|
|