The “This Is Our America” campaign strikes an emotional chord by reminding people of what it means to be an American with images of Americana and a positive message.
“This is our America built by pioneers and immigrants and dreamers, and of heroes great and small,” the narrator says as scenes of Ellis Island immigrants, Martin Luther King Jr., the Moon landing and pastoral scenes flicker by. “For generations we’ve understood that with a little hard work nothing was beyond our grasp, but the past few years have taken their toll.”
The theme suggests Americans live in tough times and that the nation will bounce back.
“We don’t settle for the status quo,” the ad says. “It’s time that we had a government that works with us and not against us and that we had leaders who don’t look to Washington for solution.
“We’re ready for an America that works. We’re ready for a comeback.”
This is part of a new tactic on the part of the NRCC to accentuate the positive not unlike in President Reagan’s famously effective 1984 ad “Morning in America,” which featured similar feel-good imagery, according to spokesman Gerrit Lansing.
“It sort of dovetails with our convention to say that our members and our candidates believe in America and use that to get America back on track and have a stronger economy and a stronger future,” Lansing said.
The NRCC has spent about $10,000 on the campaign and up to $50,000 could be spent by the time of the election.