Our opponent, Tom Daschle, went up on TV in July of 2003 and didn’t come down. We made a conscience decision not to go up until he built up a little bit of lead. Took him about a year, but he finally did. Now everyone at the time – the Democrats, the press, etc. – expected a slugfest right out of the gate when we finally went up. Instead, we threw them a curveball, and went up with this spot featuring John’s daughters “introducing” him to South Dakota. They carried it off perfectly, hitting all the right points that we knew where important to people. Wiped out any lead Daschle had built up and from there the race stayed in the margin until the end.