New McCain Ad: We Are All Joe The Plumber

11/22/2008 05:12 am ET | Updated May 25, 2011
  • Sam Stein Senior Politics Editor, The Huffington Post

John McCain is going all in on the Joe-the-plumber meme with a television ad this morning that showcases other small business owners -- all claiming to be veritable Joe the Plumbers themselves -- criticizing Barack Obama's tax policies.

"Spread the wealth?" the anchor asks.

"I'm supposed to work harder..." says one man.

"Just to pay more taxes," says another.

"Obama wants my sweat to pay for his trillion dollars in new spending?"

The spot, titled "Sweat Equity," was rumored to be in the works yesterday and it pushes an attack line that the McCain-Palin ticket has been whacking at all week: mainly, that Obama's policies are socialistic, bad for these economic times, and destined to raise taxes on small business owners. At least two of those three claims seem recognizably baseless.

But Joe the Plumber hasn't exactly worked as a campaign tool for McCain. A Suffolk University poll of Ohio and Missouri released last week found only a handful of voters in those two states said that Joe Wurzelbacher's complaints about Obama made them more likely to vote for the Republican candidate.

The ad, according to the McCain campaign, will be televised in key states.