Morning in America

"Prouder, Stronger, Better", commonly referred to by the name "Morning in America", is a 1984 political campaign television commercial, known for its opening line, "It's morning again in America." The ad was part of the U.S. presidential campaign of Republican Party candidate Ronald Reagan. It featured a montage of images of Americans going to work, and a calm, optimistic narration that suggested that the improvements to the U.S. economy since the 1980 election were due to Reagan's policies. It asked voters why they would want to return to the pre-Reagan policies of Democrats like his opponent Walter Mondale, who had served as the Vice President under Reagan's immediate predecessor Jimmy Carter.

The phrase "It's morning again in America" is used both as a literal statement (people are shown going to work as they would in the morning), and as a metaphor for renewal.

Full text of the ad:

The ad was written and narrated by ad man Hal Riney, who also wrote and narrated Reagan's resonant "Bear in the woods" ad (titled "Bear") as well as his "America's Back" ad. To many, his rich, avuncular voice represented wholesomeness and authenticity. Bernie Vangrin of Hal Riney & Partners was the Art Director of the ad, which was directed and filmed by John Pytka of Levine/Pytka Productions.

"Morning In America" was filmed in Petaluma, California.

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