Spot check

Editor's note: To help voters evaluate political ads, Times reporters review and analyze content.

By STEVE BOUSQUET, Times Staff Writer
© St. Petersburg Times
published September 19, 2002

OFFICE: Governor

CANDIDATE: Jeb Bush, Republican

OPPONENT: Bill McBride, Democrat

SPONSOR OF AD: Republican Party of Florida

PRODUCER: Murphy Pintak Gautier Hudome Agency, Falls Church, Va.

RUNS: Statewide

THE AD: In tiny Baker County west of Jacksonville, officials tried to get a signal in front of newly completed Macclenny Elementary School, but it was a low priority in the Department of Transportation. Enter Gov. Jeb Bush, who held open office hours in Macclenny. "I went to see the intersection," Bush says in the ad. Superintendent Paula Barton says: "He saw the need . . . and he delivered." Says Bush: "It's good to make it happen." The ad ends with schoolchildren saying in unison: "Thank you, Governor Jeb!"

ANALYSIS: The ad starts a campaign called "Floridians for Jeb," showcasing ordinary citizens Bush has helped. It's impossible to overlook the fact that the ad surfaces as Bill McBride is contrasting himself with Bush by saying Democrats care about everyone while Bush cares about the wealthy few.

The ad portrays Bush as a detail-oriented executive who's not too busy to attend to mundane needs. Bush's office hours in more than a dozen cities, most recently in Arcadia this week, bring government closer to people. Bush always seems rejuvenated by the encounters.

As for the traffic light, DOT spokesman Dick Kane confirms that the signal already had been approved, but that Bush's influence hurried it along. Bush himself says the spot makes a vital point. "I've spent four years on big issues, big ideas," he says, "but I also work on the details. I work hard in service to the people of this state."

The ad has people talking because it's about such a small issue and its message is corny.

Democrats quickly pointed out that Baker County was forced to stop most field trips and reduce classroom materials because of the budget crunch last fall. Orlando TV station WESH quoted the principal of Orlo Vista Elementary School as saying parents there have attempted to get a light for 10 years. DOT says that school will also get a light, following the six-laning of busy Kirkman Road.

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