Giuliani Ad Seeks Attention of FL Voters.

From AP:

TITLE: "Super Bowl"


LENGTH: 30 seconds


AIRING: Florida


SCRIPT: Voice Over: "With pundits and politicos handicapping the campaign like the Super Bowl, it's easy to lose sight of what's at stake. An economy in peril. A country at war. A future uncertain. The media loves process. Talking heads love chatter. But Florida has a chance to turn down the noise. And show the world that leadership is what really matters."
Giuliani: "I'm Rudy Giuliani and I approved this message."


KEY IMAGES: Angled television screens showcase some of the cable networks' better known commentators, including MSNBC's Chris Matthews, Fox News' Juan Williams, Democratic strategist Donna Brazile, Republican strategist Mike Murphy, CNN's Lou Dobbs and MSNBC's Keith Olbermann. The ad then cuts to other television images: gas prices running up at the pump, soldiers on patrol, a father comforting a child. More shots of commentators before Giuliani appears briefly, a close-up of him on the stump. Then the words "Tested. Ready. Now."


ANALYSIS: This ad is a big investment by Giuliani, both financially and politically. The ad is booked to run in Ft. Myers, Jacksonville, Orlando, Tampa, and West Palm television stations through Jan. 15 at a cost of more than $600,000, according to data compiled by another presidential campaign.


Giuliani has not competed in the early primary states, reduced to sixth place in Iowa and fourth in New Hampshire. He's not engaged in the upcoming primaries in Michigan on Jan. 15 or South Carolina on Jan. 19. In an unorthodox strategy, he has staked his survival on Florida. The ad indicates that he is having trouble remaining relevant as media coverage focuses on Mike Huckabee, the winner in Iowa, and John McCain, the winner in New Hampshire. Polls in Florida show Giuliani holding on to a lead there, but Huckabee had been gaining on him even before the former Arkansas governor's victory in Iowa.


Oddly, the ad suggests that Florida has "the chance to turn down the noise," when what he needs is for the noise to be about him. A Florida victory would give Giuliani a desperately needed surge and the largest number of delegates of any state up to that point. By then Huckabee, McCain or perhaps even Mitt Romney could have more victories, more money and a greater head of steam heading into the "Mega Tuesday" primary of Feb. 5 when a number of big states are in contention. Giuliani, the former mayor of New York, maintains that he can emerge as the nominee after winning states like California, his home state of New York and Illinois.


The ad begins airing in advance of a Giuliani's three-day bus tour of Florida, which starts Sunday in Miami.