McCain Stars in New McCain Ad
In an unusual move, Sen. John McCain’s newest TV campaign ad focuses on the record of…Sen. John McCain. The McCain campaign, in recent weeks, has dedicated the overwhelming majority of its advertising to attacking his Democratic opponent, Sen. Barack Obama. In the new spot released today, titled “Broken,” McCain plays up his reputation as a “maverick” who has dedicated his career to reforming Washington — the city to which the title refers.
*Production Notes: *The McCain campaign appears to be easing up a little — maybe it is heeding the advice of those who feel the campaign’s recent mocking, negative tone toward Obama could backfire. This spot seeks to resurrect McCain’s image as a maverick who is willing to buck party orthodoxy — just as many pundits and strategists had been publicly wondering whatever happened to the McCain of old.
One other point of interest — the announcer closes the ad by saying “One is ready to lead — McCain.” One what? This sentence is almost awkward — but makes sense as a reference to Obama — whom McCain has frequently suggested is unprepared to assume the presidency. The McCain campaign has derisively referred to the presumptive Democratic nominee as “The One,” implying that Obama is prone to Moses-like messianic rhetoric while also ridiculing the tendency of his “believers” to elevate him to a Jesus-like stature. The message: One is ready to lead, but it’s not “The One.”
Nonetheless, there is no reason to believe the McCain campaign intends to change its tone — the negative strategy appears to be working. Several national polls indicate McCain has been closing Obama’s lead — and McCain’s recent attack ads have effectively seized control of the debate, for better or worse, and placed Obama on the defensive. We can expect the campaign to periodically release an ad like this to deflect criticism that McCain has gone too negative.
Here’s the script:
Washington’s broken. John McCain knows it. We’re worse off than we were four years ago.
Only McCain has taken on big tobacco, drug companies, fought corruption in both parties. He’ll reform Wall Street, battle Big Oil, make America prosper again.
He’s the original maverick.
One is ready to lead — McCain.
**JOHN MCCAIN: **I’m John McCain and I approved this message.