It's Morning in America - Part 2

It is among the most memorable and effective political ads in American history…

In 1984, as he prepared to cruise to a landslide victory over Democratic challenger Walter Mondale, President Ronald Reagan released a commercial titled, Prouder, Stronger, Better. However, it is much more commonly known by its tagline, Morning in America.

Written and narrated by Hal Riney and filmed in Petaluma, California, the ad features a montage of images of Americans – from all facets of life – heading off to work. Its optimistic tone reflected that of President Reagan and credited his policies for the economic recovery during his first term in office.

Here is the ad’s actual script…

“It's morning again in America. Today more men and women will go to work than ever before in our country's history. With interest rates at about half the record highs of 1980, nearly 2,000 families today will buy new homes, more than at any time in the past four years. This afternoon 6,500 young men and women will be married, and with inflation at less than half of what it was just four years ago, they can look forward with confidence to the future. It's morning again in America, and under the leadership of President Reagan, our country is prouder and stronger and better. Why would we ever want to return to where we were less than four short years ago?”

That November, voters answered the rhetorical question at the end of the ad by returning President Reagan to the White House for four more years. Reagan garnered almost 17 million more votes than Mondale and crushed him in the Electoral College, 525-13.

Since 1984, various Republican candidates have tried to recapture some of Reagan’s magic by borrowing the “Morning in America” tagline. Both Ted Cruz and Marco Rubio utilized the phrase in their 2016 presidential campaigns, but with little effect.

However, one man has managed to recreate the optimism of the Reagan years, sparking a populist revolution of his own… and that is Donald J. Trump.

You could feel the momentum building in the fall as we approached the November 5th general election. It continued to grow during the transition phase as President-elect Trump nominated one conservative after another – including quite a few political disrupters – to his cabinet. And then, on January 20, 2025, the sentiment became so palpable that it absolutely exploded.

It was impossible to watch the Inauguration, moved indoors due to the frigid temperatures, and not feel your heart swell with pride. Likewise, you couldn’t listen to President Trump’s inaugural address and not sense the unbridled optimism that swept across the crowd and through the viewing audience.

“America Is Back” was the message that President Trump conveyed loudly and clearly to everyone listening, whether they be American citizens or foreign adversaries. Prouder, stronger, and better… just like Ronald Reagan promised 41 years ago.

It should be quite a ride!