Subject: RE: updated scripts with budgets
From: "Andrew Baumann" <[email-masked]>
To: "Tara McGuinness" <[email-masked]>, [email-masked]
Cc: "Begala, Paul" <[email-masked]>, "susan" <[email-masked]>, "Stan Greenberg" <[email-masked]>, "Anna Greenberg" <[email-masked]>, "ic2008" <[email-masked]>, "Zach Schwartz" <[email-masked]>, "John Podesta" <[email-masked]>
Date: Tue, 29 Jan 2008 11:36:08 -0500

I have a couple of general thoughts then a few small script suggestions
going forward....

General Thoughts:

*	I agree with Tara that it would be a good idea to test a McCain
economy spot.  
*	I also think we should think about an additional Romney economy
spot we have "Factory" and are holding "Worker," but we're producing two
Romney Iraq spots and just one Romney Economy spot.  I thought we had
pretty much reached a consensus that if it's Romney we want to go after
him on the economy out of the gate.  Is there a broader economic script
that works in both his record as Bain as well as his support for Bush
and, perhaps, his poor record as MA governor?  Or should we ask for
another script along those lines?
*	I know it's not expensive, but I'm not sure it's worth producing
a Huckabee script.  It doesn't seem like he has a shot any longer.
Should we save the $3000?

Script Thoughts:

*	Fatigues

	*	We should update the cost of war from $486 billion to
whatever the current number is.  We tested $800 billion in the September
DCorps but I think we could get away with $1 trillion at this point.
	*	I'm unsure of the line "called for sending more troops
to Iraq.  Just like George Bush."  That's basically attacking them for
supporting the surge, which I'm not sure is something we want to be
doing right now.  For McCain I think we should make it clear that he
wants to send even more troops in NOW.  This really popped in recent
DCorps focus groups.  For Romney, perhaps include his quote about not
presuming to question Bush?
	*	I'm also unsure about hitting Romney for supporting an
addition of 100,000 more troops for the military.  That's something a
lot of Dems support, and I'm not sure we can back up the language we
have in here currently, which makes it sound like he wants to send
100,000 more troops to Iraq.  What about working in his bombardment
comment about Iran here?  "And Romney even suggested that we bombard
Iran?"

*	McSame - obviously the script needs an overhaul.  I suggest
keeping it to the following three items:

	*	Iraq - decades (or 100 years) more in Iraq
	*	Economy - happy talk / bush tax cuts permanent
	*	Health Care - SCHIP veto

*	McCain: Priorities, 1000 Years and Our Children

	*	Agree with John that we should change 1000 years to 100
years for credibility
	*	Can we work Bush into these somehow?

________________________________

From: Tara McGuinness [mailto:[email-masked]] 
Sent: Tuesday, January 29, 2008 10:31 AM
To: [email-masked]
Cc: Begala, Paul; susan; Stan Greenberg; Anna Greenberg; ic2008; Zach
Schwartz; John Podesta
Subject: Re: updated scripts with budgets

What about a McCain economy ad?
That is what Romney is driving hard in Florida.

On Jan 28, 2008 8:34 PM, Tom Matzzie <[email-masked]> wrote:

It took a few days to get budgets out of folks but it is all attached
now. We will need to move very quickly--a few of these firms need to
hear by opening of business Tuesday West Coast time to get rolling.
They need to reserve cameras, etc.

In short order I think we do the following.

1. Move on the three Fatigues spots with Mark Armour. We need to iron
out script details with him. This will cost around $10,000 total for
all the spots. We just need to reserve him Tuesday and then work on
scripts the next few days.
2. Move on the two priorities spots--McCain and Romney. Move on McCain
Children and McCain 1000 Years. This is about $100,000 after fees but
we get four spots for that price. I say we give the go-ahead and then
work on scripts Tuesday. They are shooting on Wednesday when Paul and
I are in LA. They will shoot multiple scripts too. VoteVets is flying
their vet tomorrow.
3. I think we move on McCain: McSame. This is about $45,000 after
fees. Need to decide Tuesday. Hopefully we can package a campaign
around this. We will need to work on scripts Tuesday and Wednesday for
this one.
4. I think we look at shooting "Factory" for Romney on Thursday. Cost
is about $70,000 because they shoot on location. The new script is
decent.

This gives us 5 McCain spots, 3 Romney spots and 1 Huckabee spot.

I think we skip the "dating" for now because we don't have a messenger
yet.

This would put us out about $225,000 or so which is still within
reason. I earmarked $300,000 for ads. I'm still asking for prices for
"Laugh" since it should be cheap and it is so different. I think we
sideline "Fool" for now because we don't have the right talent yet.

I'm open to more ideas for where to go but our first order of business
is to get the ones we've picked so far closer to perfect.

We need to talk first thing in the morning. Can we try for 9 AM? A
smaller group of us will have to decide.