"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 that year'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. 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. Details 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. Locations "Morning In America" was filmed in Petaluma, California. Resonance This advertisement won industry awards and praise from the political and advertising world. Republican strategist Dan Schnur said of Riney's work: "Most political advertising hits viewers over the head, while his work makes just as strong a point but in a less confrontational and a more soothing manner." Adaptations and references During Super Bowl LIII, Hulu aired a trailer for the third season of The Handmaid's Tale that was inspired by "Morning in America". It used similar narration to the original commercial (with a particular focus on women and their newborn children), but is interrupted by scenes of the series' dystopian and totalitarian Republic of Gilead—where women are required to act as sex slaves—and concluding with lead character June Osbourne / Offred stating "Wake up America, morning's over." 2016 Presidential Election During the 2016 presidential primaries, Republican Party candidates Marco Rubio and Ted Cruz both referenced "morning in America" rhetoric in attempts to reflect the politics and spirit of Reagan. Rubio's "Morning Again in America" television ad, which features montage footage of everyday American life in both cities and suburbs, drew widespread criticism for opening with a shot of Vancouver, British Columbia,