Bush needs to hit some very simple themes in his ads:
"every day since 9-11, I have worked to protect this nation. I have made the best decisions I could have to protect the American people. The challenges we face are difficult. It is very easy for my opponent to have 20/20 hindsight, he didn't have to lead the country in this effort, I did".
They need to be very direct and shocking to get attention, and make the case that John Kerry is weak on defense/terror. Make it clear that what Kerry wants is surrender and appeasement. If they can do that in a 30 second ad... game over.