Ashley's Story Earns Praise Across Political Spectrum

November 2004

“The President's victory sprung from a hug.” So wrote the Chicago Tribune in describing the success of “Ashley’s Story,” a McCarthy Marcus Hennings spot produced for Progress for America Voter Fund.

The ad told of a chance encounter between President Bush and a 15 year-old girl whose mother died at the World Trade Center.

Even John Kerry's advisers had to acknowledge the ad's impact.  According to Bob Shrum, "Ashley probably cost us the presidency."

Liberal-leaning Salon.com praised the ad writing, "In a campaign known for its negative tone ... the commercial, with its heartfelt 9/11 connection, turned out to be an exception: a memorable, motivating, feel-good ad."

Polling data by Public Opinion Strategies showed that “Ashley’s Story” was the most memorable ad of the year. And Advertising Age named “Ashley’s Story” one of the top ten ads of the year, the only political ad so honored. "We said, 'It might come down to one commercial,' and it may well have," wrote Advertising Age.

Clarence Page wrote in the Chicago Tribune: “The power of the ad comes from something you seldom see in a presidential campaign, a moment of genuine human feeling without any prompting from handlers or spin doctors. The result in this case was a powerful narrative that made the president a part of the larger story in just the way Bush wanted to be seen.”

"Ashley’s Story" was discussed on every major cable television political program and generated more than 750 media mentions in newspapers across America, and played a major role in helping fundraising efforts for Progress for America Voter Fund. 

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