Ronald Reagan’s 1984 Presidential campaign was built on what is generally considered one of the most effective political campaign ads ever, mainly for its simple, optimistic message – “It’s morning again in America”.
The phrase was used both as a literal statement (people in the tv spot 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.”
The full ad copy was penned by advertising legend Hal Riney who also narrated the tv spot.
“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 Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
