New term; new ads

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William Jefferson Clinton was sworn in Monday for his second term calling for the end of political bickering and an era of "new promise." "We must keep our old democracy forever young," the president said. The inaugural speech made few references to specific issues, saving most of that for his State of the Union speech. Instead he promised "a new government for the new century" that is smaller and does more with less. In advertising timed to coincide with the inaugural festivities, Burger King Corp. ran a 30-second TV spot from Ammirati Puris Lintas, New York. It's an open letter to President Clinton urging him to try the Whopper. Set to the tune of "Stars & Stripes Forever," the spot touts the burger, fries and a drink for $2.99, as "a balanced budget." The one-shot, prime-time media buy runs through Jan. 21 on network and cable TV, augmented with print in USA Today.

Copyright January 1997, Crain Communications Inc.

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