Even Newer Obama Ad: Better?

by: tremayne

Thu Aug 21, 2008 at 11:45


Below we have a lively discussion on two new Obama ads. The consensus of that discussion is: neither ad is that great but a strong majority prefer the first because the second may be too "inside baseball." Now we have an even newer ad. Question: Is this one better than the other two or about the same? Vote below and give your reasoning in the comments.

tremayne :: Even Newer Obama Ad: Better?
Poll
How about this new ad?
It's better than the other two
It's about the same as the other two

Results


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Even Newer Obama Ad: Better? | 70 comments
wow. that's a much harder shot than I think Obama was capable of. (4.00 / 2)
and I think it's the best ad of the three by far.
Painting him as an out of touch aristocrat (4.00 / 2)
certainly isn't the worst thing you can do.  Not to mention that it's a subtle way of doing the age thing without having to say 'he's old.'

But this spot was great--very focused and straightforward

[ Parent ]
I like it less than the other two (4.00 / 3)
I think it's great to use McCain's admission that he doesn't know how many houses he owns, and to tie into a broader economic point.  But I would have preferred to see that remark connected with other remarks on the economy, as one of the other ads did.  The way this ad was written it almost seems like the focus is to attack McCain for owning numerous houses, rather than for being confused about the economy.

One caveat: I think we make a mistake by judging these ads against each other, when the broader strategy (I assume) is to run numerous ads simultaneously.  Thus, while I don't love this ad in isolation, perhaps it works better when considered as part of the larger advertising picture.

I strongly disagree (4.00 / 6)
The way this ad was written it almost seems like the focus is to attack McCain for owning numerous houses, rather than for being confused about the economy.

It does both and that's the beauty and it does it parsimoniously, which is better than loading the damn thing down with detail. There's nothing wrong with attacking McCain for owning a lot of homes if it's part of a larger theme, which would be, roughly, he can't represent us.

It's negative but truthful, it's visceral, it has hooks for both the MSM and late night comedians, and it opens him up to further scrutiny on a number of related fronts (age/competency, character, personal finances, etc.)

Given the consensus lately here and elsewhere that Obama's gotta get tougher, I can't see how someone could pan this ad.

Best Obama ad by far (at least in the general.)

[ Parent ]
I'll elaborate (0.00 / 0)
I don't think attacks on personal wealth come off well, at least when they're not directly tied into policy.  Indeed, isn't this how the GOP has often managed to convince middle-class people into supporting tax breaks for the rich, because on some level, they may identify and aspire to be in that class?

Now, I know that the remark about his houses here, IS, tied to a policy point and a broader theme.  My objection is one of balance and emphasis.  I think less time in the ad should have been devoted to the house ownership, and more time devoted to showing McCain as confused and out of touch.

On the other hand, I agree that my approach probably would have been less visceral.  Maybe I just don't like visceral ads.

[ Parent ]
Class warfare card litmus test (0.00 / 0)
I agree that attacks on personal wealth are problematic.

Would the McCain camp get away with playing the class warfare card in response? That seems to me the test here. And I just don't see it. I'm sure they'll try. They're probably already on CNN saying things like 'Obama is against the American dream' but that'd be pretty easy to strike back against in this context, IMO.  

[ Parent ]
The response should be interesting (0.00 / 0)
I assume you're correct about the McCain response.

And perhaps that's proof that the ad is good, the fact that it will likely garner a reply and therefore more media attention.

[ Parent ]
The response is (0.00 / 0)
Obama just bought a $4 mil house and had a vacation on a private beach in Hawai'i.  And he worries about the price of arugula.  He still isn't one of you.

John McCain--He's not who you think he is.
[ Parent ]
If that's the best they can do (4.00 / 1)
then this is a battle Obama will win hands down.
[ Parent ]
Now that is the way to fight back (0.00 / 0)
The Obama campaign should be taking notes. But good to see the McCain camp on the defensive for a change.
[ Parent ]
But it's important to point out (0.00 / 0)
that this response is the opposite of playing the class warfare card, which was the primary worry expressed by some here.

That's another reason this is such a good ad -- it's a trap door. The McCain camp should really do their very best to not willingly jump into a fight about who is more elitist because the correct answer -- McCain -- is at once widely unknown and very teachable/knowable.

You can bet that this will come up repeatedly at the convention and will fill in all non-VP gaps in the lead in.

[ Parent ]
Correction (4.00 / 1)
Obama made $4 million last year and just bought a million dollar house.  
Does a guy who made more than $4 million last year, just got back from vacation on a private beach in Hawaii and bought his own million-dollar mansion with the help of a convicted felon really want to get into a debate about houses? Does a guy who worries about the price of arugula and thinks regular people "cling" to guns and religion in the face of economic hardship really want to have a debate about who's in touch with regular Americans?
"The reality is that Barack Obama's plans to raise taxes and opposition to producing more energy here at home as gas prices skyrocket show he's completely out of touch with the concerns of average Americans."

It seems Obama hit them where it hurts.

It also suggests perhaps why McCain picked $5 mill as "rich" -- because Obama made less.  A complicated little dig.  

I think they should press it and start calling them "Cindy's houses."  The "kept man" angle I proposed below is bound to hurt.  I bet he only owns the Alexandria home and the Sedona Ranch, maybe part of the Phoenix condo, thought I doubt it, since it cost $4 mil and is 2 condos merged into one big one.  Cindy is a businesswoman and some of these are probably investment properties.

John McCain--He's not who you think he is.

[ Parent ]
Cindy's Houses (0.00 / 0)
Love it.
[ Parent ]
Agreed on the kept man meme (0.00 / 0)
It might send him over the edge.
[ Parent ]
Just go into McCain's economic plans and (4.00 / 1)
his lack of economic knowledge then, and proclaim that if anyone has been waging class warfare it's been the 5-million-dollar-man John McCain.
[ Parent ]
I think it's necessary (4.00 / 1)
To hit him on the houses and wealth because it blunts his attacks on Obama for reasons of pot kettle black. It's not just that he's wealthy and succesful, it's that a house is such an insignificant expense to him that he can't be bothered to remember how many he owns. This ad influences those people who are not wealthy and are leaning McCain for cultural reasons and because they feel like they know him as a straight talking regular guy and war hero. If you're a fringe republican/independent/hillary voter and you're home has been foreclosed on or your stressed out about your mortgage -- and that's no small number of people -- this ad makes John McCain a less palatable, less safe alternative to Obama.
[ Parent ]
The real question is (4.00 / 1)
Should they start digging McCain about being a "kept man"?  He doesn't really konow how many houses they have because it is CINDY who bought the houses with her own personal wealth.  Certainly she bought the Coronado condos ("John said we'd never use the one, but the kids were there so much I had to buy another"), and I bet she bought all of them.  They have a pre-nup that essentially says the marriage doesn't create any community property, so he doesn't have to disclose much of anything.  The only way they could afford the houses is from her income from the beer distributorship (which she apparently intends to keep runniing as First Lady).  Maybe he bought the Sedona ranch, but it would be intersting to check the property records on the houses.

This ought to really get his temper up, as it is really an emasculating point.

John McCain--He's not who you think he is.

[ Parent ]
Policy doesn't matter (0.00 / 0)
Bluntly stated, in terms of a 30 second attack ad, policy is the last possible thing on the list of things to go after. People don't vote based on comparing economic policies of the candidates and weighing the pros and cons, they vote based on how they emotionally feel about the candidates. Thats just how the brain works. In order to win the election, we need to both paint a very negative picture of McCain, and a very positive one of Obama. Fight for the broad field of emotional weight, not the inches in the trenches that can be gained by fighting a cerebral battle.
[ Parent ]
I disagree. I think it's probably the best because it's the most intimate. (4.00 / 1)
Houses are intimate things for people that don't have 7. The homes here are shown in particularly intimate light- what withe kid on the bike and the close ups. So John McCain's gaffe here quite literally hits home.

 On the other hand, yeah, I very much agree that it's somewhat of a fool's errand to single these ads out for gold, silver, and bronze medals. The point is that they're intended, of course, to work together.

[ Parent ]
Not good enough (4.00 / 4)
I don't much care about which is better. This latest one is on the right track, but not good enough. I think it does indeed give the impression that it's about McCain owning 7 houses -- which is something a whole lot of Americans would admire. The opening McCain quote goes some way to paint him as out of touch, but doesn't connect to why that matters.

Bottom line: if you're going to attack, attack. If you're going for substance, do substance. I think this series of ads is as unfocused as Obama's campaign in general has become. I just hope Obama comes out new and strong starting with the convention. I'd really like to know who he's listening to now for campaign strategy -- it doesn't seem to be the ones who helped him run a brilliant primary one.

[ Parent ]
Consider them simultaneously (0.00 / 0)
There is a cumulative effect at work here.  The messages are that McCain thinks the economy is fine because he's rich.  He is so rich he doesn't have any idea what ordinary people are going through.  His tax plans further help the richj (ther eis another ad that contrasts how much McCain's "rich" would get in tax savings unde his plan (over $300,000) vs how the middle class fares--$300 from McCain, $1000 from Obama.  You have to think about the cxumulative effect of these ads.

My one bog criticism is that I'd like to hear Obama narrate more ads, but thsoe have to be the positive ones.  And I'd like another announcer for a change.  Maybe a woman.

John McCain--He's not who you think he is.

[ Parent ]
Cumulative effect (0.00 / 0)
is a bad assumption when you're running short-lived strategy like political campaigns. There was no reason they couldn't have tied McCain's privilege to his protect-the-rich votes and policies. Now that might have been a strong ad. But that would be too populist for The New Obama.
[ Parent ]
There is one ad that does. (0.00 / 0)
It may be a DNC ad.  There are so many out there and the Dems don't always run theres in the press first.

John McCain--He's not who you think he is.
[ Parent ]
This ad is the best (4.00 / 2)
It drives the media narrative around McCain's houses gaffe and forced a very strong reaction from the McCain camp, which is crucial for an attack to effectively win a few news cycles.  It's not a particularly inspired ad, really, but it's the right strategic move.

Now they need a similar ad for the McCain-is-Off-The-Hook-Angry narrative.

And then one for the McCain is batshitcrazy anti-choice (4.00 / 2)
especially if HRC doesn't get the VP nod (which although I'm warming up to seems still fairly unlikely.)
[ Parent ]
It's much better (0.00 / 0)
This one actually communicates if you turn the sound off.

It still needs sharpening.

In the first image, Obama appears to be angry at the old lady.

It's better (4.00 / 2)
1) Because it puts out an important fact -- that McCain is an extremely wealthy dude, which many people do not know. The more the story becomes about who McCain is, ie the privileged/patrician background he comes from, how he got his money from Cindy, and how that was a result of his divorce, the better. The guy's a heel and the Obama campaign needs to let people know it.

And 2) because he last line is really good. We can't afford to elect this guy. We really can't! I imagine that low-info voters think John McCain is probably a sound, decent, and safe choice -- he's been around for a while and people sort of think they know who he is. Obama needs to start spreading the word that McCain is actually dangerous, that John McCain is not who you think he is.

Very well put (0.00 / 0)
This ad has a real chance to drive McCain's negatives up.
[ Parent ]
So? (0.00 / 0)
Americans certainly don't care if their pols are rich, so I don't see any effective point being made. I could have been made if it had shown that McCain has worked to bend government to protect the undeserving rich like himself, but it doesn't make that point.

It doesn't say anything about how he got his money, either. I hope you're right that it moves the media to talk more about the background of his big bucks, but that seems like a long shot.

I think lefties have a delusional-level fantasy that Americans don't like and admire the rich. If they did, this would be a far different and better country. I can see the other side coming back with, "And how many houses does Obama have? Vote for the real American dream!"

[ Parent ]
I don't know (4.00 / 2)
Republicans have done a great job of convincing us this is true.  Yet, when they get the chance will hit back on this every time.  Remember the vacation to Hawaii?

It isn't about being rich, per se, it is about being elite and out of touch.  But being rich is part of the equation.

The voice on the commercial should be the Lifestyles of the Rich and Famous guy, though.  As Paul points out below, most anyone could have taken this same material and made a better ad.  Still, good idea.  And if the comedians and MSM pick up on this, the ad itself won't matter so much.

[ Parent ]
Better than the first two... (0.00 / 0)
but we really need to settle on a narrative for McCain, and I don't think that wealthy, old guy is very groundbreaking.

I think we need to paint him as a non-serious, shallow, say anything to get elected career politician who doesn't know jack about issues, and cares even less.

John McCain.  Wrong for America.

Don't Settle (4.00 / 1)
I disagree on the settling.  The Republicans just through everything they can think of until something sticks.  Sure, settling on the correct attack is great, but settling on something else is doesn't help at all.

See what sticks.  Then settle.

[ Parent ]
Well we need to hurry up and see what sticks... (4.00 / 1)
but I don't think much will with this current ad team.  These ads FEEL like they pull punches, and I blame music selection and editing.

John McCain.  Wrong for America.
[ Parent ]
I agree about the music (0.00 / 0)
it sounds too depressive. Like the person talking to you is so concerned. Really they should be angry, the story they are telling you is outrageous, but they just can't summon the energy.

It  kind of reminds me of a drug commercial.

Montani semper liberi

[ Parent ]
This is much better. (4.00 / 1)
I especially like the black screen "It's seven."  That really makes the viewer focus on McCain's wealth.
The Best List Of McCain's Homes I've Seen--With Google Map (4.00 / 6)
Is here, (h/t TPM).

I can't help but think that the folks who did this website, and about 20,000 other people could do a better ad than this.  This is sooooo D(L)C-consultant conventional it's downright sickening.

At first, I thought it was going be surprisingly potent.  But that impression didn't last to the half-way point.

The fact is, as Josh points out:

I've done some initial looking into the McCain house list question -- how many homes he owns, how swank they are, why he's not sure how many he owns, etc. And the question seems more interpretive than investigative. In other words, there appears to be a relatively straightforward list of the properties the McCain's own. The question is how to enumerate them in terms of homes, especially in cases where a single McCain estate contains several different 'houses'. Another complexity comes in the McCain's primary residence, the $4.7 million condo in Phoenix. In that case, McCain bought two separate condos (i.e., two homes) and combined them into one mega-home.

So why not have fun and play around with the confusion?  Why make fun of McCain's confusion, when you can explain in it detail, and get the whole nation invovled in debating just how many homes he has?  The followup "Monopoly"-themed ads would just be begging to be written.

"You know what they say -- those of us who fail history... doomed to repeat it in summer school." -- Buffy The Vampire Slayer, Season 6, Episode 3

Where's Michael Moore when you need him? (4.00 / 2)
Oh, I know -- off sulking because his lessers decided to try and shove him off the island. But I can see him investigating the house question, dogging McCain and Cindy -- so did you ever figure out how many houses you have? Where did you get them?

And then asking neighbors, realtors, people in doorways, if they can help the McCains figure out how many houses they have. And where they hear he got the money for them -- was it after the divorce, do you think, when he left his sick wife and married the heiress, or did he make all that money being a senator? He makes about 170,000 dollars from his Senate job. So do you think he got all those houses by hard work in the Senate? etc etc etc

[ Parent ]
i love this idea (4.00 / 1)
I'd love to see him going around to people's housing, knocking on their door and asking them if their house is owned by John McCain... that McCain isn't sure how many homes he owns, and so he's going door to door to find out which ones he does own.

Michael Bloomberg, prince of corporate welfare
[ Parent ]
Quick turnaround (0.00 / 0)
I agree with you on the ad, but my initial responses were before I realized this gaffe was from yesterday.  I'll take boilerplate with that kind of response time.

If it resonates, do a better ad later.

I'm hoping someone in the McCain camp complains about the number 7.  That will leave the door wide open to revisit how, exactly, to make the count.

And as Mimikatz states above, make sure they are called "Cindy's Houses."

[ Parent ]
You Have A Point About The Response Time (0.00 / 0)
But genius can work even faster than mediocrity, if you have it on tap.

"You know what they say -- those of us who fail history... doomed to repeat it in summer school." -- Buffy The Vampire Slayer, Season 6, Episode 3
[ Parent ]
Totally! Worst. Writing. Ever. (0.00 / 0)
Like the first ad this morning, I can't follow the convoluted narrative of this ad. They are doing a terrible job of connecting the dots. How about, "Economy is bad, but John says its good. John seems pretty confused. Maybe its like he says, its because he's not an expert on the economy. Or maybe its because John is so wealthy he just doesn't have a clue. John is so wealthy in fact, that he's not even sure how many homes he own. Could be 7, or 10, or 12, or..." fade out on or's and image of John McCain - the one they have where he's looking pretty spacey - they did do a good job on imagery.

Or flip that and start with "John has been pretty confused lately, he's not even sure how many home's he has.... no wonder he thinks the economy is doing great."

Michael Bloomberg, prince of corporate welfare

[ Parent ]
Would prefer a bit more mockery... (4.00 / 2)
I think there was a youtube ad that used pictures from McCain's houses or what have you...

How about an ad with McCain talking about how great the economy is, then basically segue into a "Lifestyles of the rich and famous" type deal, showing off pictures of all the wonderful things McCain enjoys while the economy suffers... showing him to be so out of touch.

This one... Eh... I'm just not sure the "average voter" cares that he has 7 houses... maybe the fact that he refused to answer the question is important, but 7 houses?  A lot of people probably just think "Wow, I'd love to own 7 houses some day."

Given the economic climate (0.00 / 0)
I think the target demographic is more likely to be distrustful of McCain's ability to represent. The opening and closing lines are the key ingredient here -- they establish the impression that McCain is too elitist to do the job.

Although I do agree that this would generally be true.

[ Parent ]
I think you (0.00 / 0)

[ Parent ]
And I think you, too ;) n/t (4.00 / 1)

[ Parent ]
I think you're dreaming (4.00 / 1)
{sorry for the above post -- don't know what happened}

If you think most Americans worry about a president or pol being too rich. Didn't bother them with FDR or Kennedy or Reagan or Bush or Cheney or anybody else. Why would it be different now? I think the ad misses its potential by not pointing to McCain policies/votes designed to keep benefiting his class at the expense of the rest of us.

Americans, unfortunately, don't object to undeserved wealth, but they do sometimes care about fairness. That's the point the ads should hit.

[ Parent ]
I get your point (0.00 / 0)
and, as I've stated above, I recognize that this is at least generally problematic.

To me what you're asking for is implied in the opening lines about the American economy being fundamentally sound.

Maybe it would be better with one line in there about voting for tax breaks for the rich or a Graham-like quote or whatever.

Nonetheless, I really like this ad. We'll see how it plays.

[ Parent ]
McCain just handed him the perfect bit of mockery (4.00 / 4)
McCain's campaign responded to this ad by saying "Obama's rich, too" and pointing out that Obama made $4 million dollars last year.

This doesn't quite reach McCain's five million standard.

Obama needs to say "According to John McCain's definition of Rich, I'm middle class.  I've had two best selling books.  Running for President.  If you believe him I'm the biggest celebrity in the world, but still just a middle-class joe.  He wants to cut my taxes.  See, this is what I'm trying to say.  How can John McCain help those are struggling if he doesn't know who needs help."

John McCain.  Wrong for America.

[ Parent ]
"I can't remember how many houses I have" (4.00 / 1)
Should be the quote that sinks this guy's candidacy.  There isn't much reason to say anything else until election day.

It absolutely encapsulates everything there is to hate about him.  Forgetful, elitist, and bereft of compassion.

If John Kerry had said this, the election would be over by this afternoon.

Soporific. (4.00 / 3)
What's with the slow, slow delivery, slow progress from one shot to the other, low-key piano tinkle in the background? These ads aren't even going to get me to look up from my computer keyboard.

The Obama team needs to bring in some new ad consultants.

Yeah, they need to stop with these attempts to be 'classy'... (4.00 / 3)
direction and music-wise.  It's not effective enough, and it makes them look like art-film elitists.

Negative ads aren't supposed to be pretty, they're supposed to go for the jugular.  Get with the game, Obama ad team.

John McCain.  Wrong for America.

[ Parent ]
Just wanted to clarify that the above post... (0.00 / 0)
was NOT snark.

John McCain.  Wrong for America.
[ Parent ]
What about this clarification? (0.00 / 0)
Is it snark ? ;)
[ Parent ]
It comes across as yet another (0.00 / 0)
"snobby snob snob think you're so smart"

Remember this classic?

http://kfmonkey.blogspot.com/2...

Montani semper liberi

[ Parent ]
The ad isn't meant to do that (0.00 / 0)
I think the slow delivery is perfect for what it is supposed to accomplish.

The great thing about this ad is that it hits on the criticism of mccain as utterly careless.  How can he know if the economy is strong if he doesn't even know how many houses he has?

It also hits the out of touch pretty strongly showing that he may have wealth but he certainly did not earn it through any sort of business acumen.

The liberal wiki
Send an email to terra@liberalwiki.com

[ Parent ]
Someone needs to call McCain out on this 'puts country first' stuff (4.00 / 4)
MoveOn or someone needs to make an ad that plays McCain saying he 'puts country first'.  Then show a rollcall of votes and statements that undermine that. 'Against GI Bill', 'Voted NO on Children's Health Care', etc etc, and the tag line should be:

"Senator McCain, if you want to say you put country first, then VOTE LIKE IT."  

John McCain.  Wrong for America.

Yes. (0.00 / 0)
Exactly. It really ain't so hard to tie attack ads to policy and voting records in a very powerful way. Your line is perfect.
[ Parent ]
My interpretation - graphical of course... (4.00 / 5)
Image Hosted by ImageShack.us
finally the gloves come off (0.00 / 0)
It's good to see that the Obama campaign is finally awake and framing McCain in a way that they should have weeks ago.  The past 4 weeks I feel like I was watching 2004 all over again.  What is need is more of this and by as many surrogates as possible.  Until this morning they have been absent ( heard Kaine on CNN and almost drove off the road laughing....McCain can't count that high...).  More of this to frame McCain as the elitist, out of touch Washington pol that doesn't care about you and will continue to give breaks to his lobbyist friends....It's still the economy stupid...and also more of the same....or not in this case...that a pretty simple and effective message...
The Problem Is The Media (0.00 / 0)
No matter what Obama has thrown at McCain to date the media won't run with it, all they care about is Veep.  Hopefully, it will be Biden, he can lob some red meat for the press.
Direct Barack quote (0.00 / 0)
"Now think about that -- I guess if you think that being rich means you gotta make five million dollars, and if you don't know how many houses you have, then it's not surprising that you might think the economy is fundamentally strong," he continued. "But if you're like me and you've got one house -- or you were like the millions of people who are struggling right now to keep up with their mortgage so that they don't lose their home -- you might have a different perspective..."

http://politicalticker.blogs.c...

Bingo. (0.00 / 0)
Combines the three themes of (1) economy, stupid, Obama > McCain; (2) McCain is a rich guy; (3) McCain is out of it  because he can't remember the number of houses he owns.  
simple, hard-hitting, and resonant (0.00 / 0)
I think that McCain could have hung himself with the the houses issue, if Obama & Co. continue to capitalize on it like this.

On the other hand, the "the economy is fundamentally strong" quote isn't very good. Gramm's "nation of whiners" quote is way better, even if it isn't from McCain himself. And the tie-in with the White House was gimmicky and simply not very effective. I would have preferred something about his private jet, or a few more seconds about the weakness of the economy.

The truth about Saxby Chambliss

my guess (0.00 / 0)
this is an Ad that you won't actually see on TV. This was the ad created by the Obama people to placate the people on the net complaining that no hard hitting ads are being produced. So they are putting together the ad that they think people here want to see but will give it little airtime.

Maybe I'm wrong but thats how I see this playing out.  

it's running nationally on cable (0.00 / 0)
according to Ambinder:

That's one reason their new ad airs on national cable.

http://marcambinder.theatlanti...

[ Parent ]
my guess (0.00 / 0)
this is an Ad that you won't actually see on TV. This was the ad created by the Obama people to placate the people on the net complaining that no hard hitting ads are being produced. So they are putting together the ad that they think people here want to see but will give it little airtime.

Maybe I'm wrong but thats how I see this playing out.  

Offers a talking point... (4.00 / 1)
...and a good one, too. You kinda double-take on the number of houses, pretty resonant at a time when foreclosures are in the news constantly. Also nice the way it flips into the White House, which if McCain moves into we as Americans will be paying for both literally and metaphorically. That said, it could be even better. I think the ad is softest on the McCain quote about the "fundamentals of our economy." I mean, that's the kind of vague statement that politicians say all the time, so it leaves you to wonder about where it came from and the exact context. I can see someone thinking, "Is saying that really so bad?" because how are we defining fundamentals?

"This ain't for the underground. This here is for the sun." -Saul Williams
Huge improvement (0.00 / 0)
The implied narrative plays into three "hits" on McCain.

1.  McCain is rich - he doesn't share middle class concerns.
2.  McCain is out of touch - he doesn't even understand middle class needs.  
3.  McCain is too old to be president - he's getting forgetful.

If there's anything wrong with the ad, it's that while strong in narration, the images are weak.  The starting image is positive, and it's not clear with the sound off it's not a McCain ad until the middle.  

Make it nastier (0.00 / 0)
I like this ad. But it could still do with extra harshness. There's no such thing as too negative until McCain has a negative favourability rating. For example, rather than the "fundamentals of the economy" line, put in the "nation of whiners" quote. McCain is trying to make this a referendum on Obama. Obama needs to destroy McCain's reputation and make it a referendum on Republicanism.

Still, it's a good first step, and I like its focus. Half a dozen of these focusing on similar gaffes would definitely hit the spot.

Forgotten Countries - a foreign policy-focused blog

truth is, didn't really care for any of the three (0.00 / 0)
In my (pretty limited) experience talking to non-political/apolitical "swing voters", here were the more persuasive lines of argument:

1. nobody wants the next four years to be like the last eight years
2. McCain votes with Bush 90% of the time. He can't credibly claim to be different than Bush, when he votes with Bush 90% of the time.
3. This is a change election, similar to 1980. Voters are going to vote for change, but they're probably going to wait until October before making their final decision.

Not sure why this line was more persuasive than others, but it was.

Haven't tried it, but it might also be effective to bring up McCain's voting record in the 90's. If he voted against Clinton 90% of the time, you can argue McCain voted against Clinton 8 years, voted for Bush 8 years. His voting record has been consistent for 16 years: less like Clinton, and more like Bush. This is McCain's record for 16 years, and it's not credible that he's going to change.

Even Newer Obama Ad: Better? | 70 comments
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