Sen. John McCain’s newest campaign ad debuted on YouTube this morning. According to the campaign, "this is the first ad in a major new ad campaign targeting battleground states."


The 30-second TV spot, titled "Safe," is just that. It discusses the horrors of war, without mentioning Iraq, the 800-lb gorilla in the room. In the ad, McCain recounts the history of his family’s military service and highlights the most well-known item on his resume: he served in Vietnam and spent more than five years there as a prisoner of war. Here is the script:

 

Only a fool or a fraud talks tough or romantically about war.

When I was five years old, my father left for war.

My grandfather came home from war and died the next day.

I was shot down over Vietnam and spent five years as a POW. Some of the friends I served with never came home.

I hate war.

And I know how terrible its costs are.

I’m running for president to keep the country I love safe.

I’m John McCain and I approve this message.

Production notes: McCain is moodily side-lit from the right and appears to be wearing a black suit against a solid black background. You only see half his face, everything else is bathed in shadow — which makes you feel as if you are watching a floating, disembodied head. This could be to to take focus away from the left side of his face, which is scarred from a bout with melanoma. Still, it’s a little eerie.