Bush Tries New Ad Campaign Approach in NH

By Jerry Miller | July 7, 2008 | 8:25 PM EDT

Manchester, NH (CNSNews.com) - As his poll numbers continue to slip, Texas Governor George W Bush is trying a new approach to his campaign ads. Called "real time" or "crash ads," the spots are produced the same day Bush makes a campaign appearance and are on the air that same day as well.

The first crash ad was filmed Monday during an appearance at a local high school. The spot shows the governor addressing a group of students and speaking about his plan to cut taxes.

While the campaign had hoped to have the ad ready for airing on the six o'clock television newscasts, the spot did not see air until Tuesday.

In order to keep the spot current, the Bush ad will be used for a period of several days in time periods already paid for.

Mark McKinnon, who created the concept, said the new approach is intended to paint Bush as an aggressive campaigner in this first-in-the-nation primary state, even though the governor has made fewer trips to the state than virtually all of his opponents except Utah Senator Orrin Hatch.

"We wanted to figure out a way to communicate the immediacy of the campaign and that the governor was on the ground working hard and earning every vote," McKinnon said.

"It's long been a philosophy of mine that voters want real documentary-looking information," McKinnon added. "I think when most people see political ads these days, they think someone is going to lie to them. The more immediate and authentic it is, the more credible and believable it is."

In addition to the new approach, Bush continues to run more traditional spots, which highlight portions of his stump speech and which run in New Hampshire, Iowa, South Carolina and virtually any other state the campaign selects.