PRODUCED BY: Shrum Devine & Donilon and Squier Knapp Dunn
INITIAL LOCATION: 13 states: Florida, Iowa, Louisiana, Michigan, Missouri, Nevada, New Mexico, Ohio, Oregon, Pennsylvania, Washington, West Virginia, and Wisconsin
INITIAL MEDIA BUY: $17 million
In the ad "Paperwork," John Kerry speaks directly into the camera about the costs of healthcare in America and his plan to reduce premiums. He says under his plan, Americans "will save literally billions of dollars in healthcare costs."