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'I've Been a Conservative All My Life'

New ads from Fred, running in Iowa and nationally:

There's also a 30-second version, here.

"Strength, Conviction, Honesty" is the tagline for the ad. Why different from his campaign's tagline, "Security, Unity, Prosperity?" I guess "conviction" and "honesty" are digs at Rudy and Romney, but what of "strength?" There's something to be said for brand consistency, and this tagline is so similar to the campaign's tag, it's a little confusing.
Is this the second in a series of triplets for different issues (are there others I've missed?)? Maybe the three nouns will become a hook for him, tweaked to cover different topics when they come up.

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