Last year, though, offered a painful reminder of how simplistic that campaign theme was.
But a suffocating legacy of local political scandal supplies the most constant campaign theme.
It was all designed to provide Obama with his central campaign theme, which was inequality.
President Obama and Democrats have settled on demonizing Wall Street as a campaign theme for November's elections.
Davis' 1940 recording of "You Are My Sunshine" became his election campaign theme song while running for governor of Louisiana.
Mr Obama's campaign theme of change began with the restoration of competence, not to mention cleanliness, to the halls of government.
Alongside economic performance, the public finances will be a central campaign theme.
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It became a common campaign theme of GOP presidential candidate Mitt Romney.
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The same message that was used for the movement was also the same message used as Mr. Gingrich's campaign theme in 1993 and 1994.
But its message was clear, and consistent with Barisan's campaign theme.
The ex-Tory leader used immigration as a core campaign theme at the last election but said his defeat had been caused by continued public faith in Labour.
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The main Bush campaign theme in the president's speeches and the political ads will be "steady leadership for times of change, " according to a senior Bush aide.
Mr. Obama made the nurturing of U.S. alliances a major campaign theme, and, along with trade, the missile defense pact with Europe is the first test of whether he meant it.
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Under public pressure ratcheted up by Obama, the House ended up approving a Democratic proposal that raised taxes on the nation's top income earners, a key campaign theme in the November election opposed by the GOP.
Obama made such an approach a central campaign theme in winning re-election last year, arguing Republican proposals that focus on spending cuts alone would put most of the burden of deficit reduction on the middle class, the elderly, the poor and disabled.
Reagan ran his 1984 campaign on the theme Morning in America.
In his speech Bush sought to reinforce the McCain campaign's theme that the Arizona senator is a maverick who has been willing to buck his own party's leadership.
And he skillfully managed to bring almost every question back to his winning, trademark theme of campaign reform.
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McCain's attempts to make the issue a central economic theme of the campaign's closing days.
In that case, though, national security was already a major theme of the campaign season.
Romney, speaking in Charleston, West Virginia, early Tuesday, turned to a familiar theme of his campaign, the U.S. economy.
Tancredo's hard-line stance on immigration has become a core theme of his campaign.
On the convention floor Thursday, several other politicians talked up the economy as a key theme for this campaign.
Ms Cooper also set out Labour's plans to make law and order a central theme of its campaign in the forthcoming local elections.
Echoing the main theme of the campaign, he argued Scotland could have the "best of both worlds" - a strong, devolved parliament in Edinburgh which was at the same time part of a strong United Kingdom.
Voters listed the ability of a candidate to bring about change as their top quality -- and Obama, who has made that a central theme of his campaign, drew three-quarters of those who picked that as their most important characteristic.
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