Another less-publicized aspect of the ad flap: the use of paid actors–including two playing firefighters with fire hats and uniforms in what looks like a fire station. “Where the hell did they get those guys?” cracked Harold Schaitberger, president of the International Association of Fire Fighters, which has endorsed John Kerry, when he first saw the ads. (A union spokesman said the shots prompted jokes that the fire hats looked like the plastic hats “from a birthday party.”) “There’s many reasons not to use real firemen,” retorted one Bush media adviser. “Mainly, its cheaper and quicker.”

The flap is likely to put renewed attention on the White House’s continuing wrangle with the 9/11 Commission. Kristin Breitweiser, a leader of a 9/11 family group, charged it was “hypocritical” of the Bush team to use September 11 when the president has refused to turn over sensitive intelligence documents to the full commission and, more recently, insisted that Bush himself will meet with the panel’s chair and co-chair for only one hour. Even some GOP panel members are miffed at the White House stand–and blame it on administration lawyers. In what appears to be an attempt to defuse some of the controversy, NEWSWEEK has learned, White House officials have privately signaled to the commission that Bush will not rigidly stick to the one-hour time limit. When time is up, Bush won’t walk out if there are still more questions, an aide said.