[Music] 

Biden (voiceover):  I'm thinking of all of you today.

I know the rising case numbers is causing fear and apprehension.  People are frightened.

And they're especially worried about their parents and their grandparents, loved ones who are most at risk.

(to camera):  This virus is tough....

(voiceover):  Bute can stop the spread, but it's up to all of us to do it.

We have to step up and do both the simple things and the hard things to keep our families and our neighbors safe.

Wear a mask.  Wash your hands.  Stay home if you can and socially distance when you go out.

(to camera):  I want every single American to know...

(voiceover):  ...if you're sick, if you're struggling, if you're worried about how you're going to get through the day...

(to camera):  I will not abandon you.  We're all in this together. 

(voiceover):  We'll fight this together..  And together...

(to camera) ...we'll emerge from this stronger than we were before we began.

Biden (voiceover):  I'm Joe Biden and I approve this message.

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Notes:  "Stay Safe  Wear a Mask" is an unusual tag line for a presidential campaign ad, but the ad is effective.  First it conveys empathy, which is Biden's premier selling point.  Second it is a very "relatable" ad in that it has a lot of imagery showing what the country has been going through for the last four and a half months of the pandemic.

The Texas version of this ad has a few minor differences:

Opens with imagery of a small town and a man in a cowboy hat.
Instead of: "I'm thinking of all of you today."
                  "I'm thinking of all of you today across Texas."
Instead of: "You know this virus is tough, but we can stop the spread..."
                    "This virus is tough, but Texas is tougher.  We can stop the spread..."

Copyright © 2020 Eric M. Appleman/Democracy in Action.