Governor George Bush, of Texas, spent the weekend campaigning in Iowa for the Republican presidential nomination. "I'm coming here to tell you this," he declared, mock humility discarded. "There is no turning back. And I intend to be the next President of the United States."
He promised to be a "compassionate activist Republican President who will help uplift the downtrodden in this prosperous economy through government aid and private charity".
"Is compassion beneath us" he asked rhetorically. "Is mercy below us? Should our party be led by someone who boasts of a hard heart?"
The son of former Republican President George Bush clearly does not think so - not publicly anyhow. "I am proud to be a compassionate conservative," he added. "I welcome the label. And on this ground, I make my stand," he went on, borrowing a sentiment from Martin Luther in strongly Protestant Iowa.
Three fellow Republicans, Mr Lamar Alexander, the former Governor of Tennessee, Mrs Elizabeth Dole, the former president of the American Red Cross, and Representative John R Kasich of Ohio, also seeking their party's nomination for president, campaigned in Iowa over the weekend. Iowa is a key primary election state.
Mr Bush is considered the leading candidate for the nomination at this stage. No primaries will be held until after January 2000.
A document issued by the Democratic National Committee on Mr Bush's governorship of Texas calls him a weak leader tied to the radical right wing of the party. So far Mr Bush is ahead in party endorsements and fund-raising, which is no surprise since he has the advantage of being the son and heir of the former President who is credited with defeating Iraq in the Gulf War, but was defeated himself for a second term 10 months later.
If George Bush Jnr wins the Republican presidential nomination, he will most likely face Vice President Al Gore as the Democratic contender.