Is Team Obama Finally Ready to Fight?

Signs of Spine. Obama's latest ad drew a harsh response from Center for American Progress Senior Fellow Joseph Romm, who rightly points out that the ad repeatedly associates the word "maverick" with Palin and McCain. Still, while Team Obama should have been able to do better, the ad represents a high-water-mark thus far: The Obama campaign seems to have finally accepted that they need to fight Team McCain's onslaught of insinuations with a little emotional oomph instead of just pointing out how much more sensible Obama's policies are. The Obama campaign even used the L-word, finally calling a lie by its name. Yes, they could have done it better, but given Obama's anemic reactions to McCain's attacks so far, I choose to see this ad as a hopeful sign of things to come.

Don't Think of a Wolf in Elephant's Clothing. Romm gives Team Obama no credit, but it is worth noting what they are trying to do by using the word "maverick" so much: They want to link the notions of McCain-Palin and "maverick" to a third notion: that those jokers are actually anything but mavericks. If that association were made strongly, then every time the GOP ticket used the word "maverick," it would also call to mind the idea that they were phonies. I agree with Romm, though: this ad does not quite have a memorable enough hook to do the trick. (I would like to see an ad that uses this same strategy to hijack McCain's insulting catch-phrase "Country First" - asking what country McCain thought he was putting first when he voted against alternative energy that would free us from our dependence on foreign oil, or against the new GI Bill to strengthen our military...or did he think he was putting his country first when he voted against equal pay for women doing equal work, or when he tried to privatize Social Security... etc. etc.)

Blinding Smiles. A few other details merit mentioning. The ad could just as easily have been voiced over by a female voice with a little sass to it, since taking the wind out of Palin's sails is the idea. What's more, the new Obama ad includes several smiling pictures of Palin alone and her and McCain together, looking happy and at ease. Replaying these images does a disservice to the cause. A famous anecdote makes the point best: in the 1980's 60 Minutes ran a scathing piece about President Reagan's hypocrisy on environmental policy and caring for seniors, with a very critical script read over pictures of Reagan's photo ops in front of scenic wilderness and visiting seniors. But when the White House called the producers, it was not to complain about the criticism - it was to thank them for running all those great images of Reagan at his majestic, charming best. (Check out McCain's latest attack ad, and you'll see no smiling pictures of Obama until they try to paint him as delighting in sexualizing childhood.)

An Overdue Milestone. Still, Obama's "No Maverick" ad does one important thing right: it marks the first time the Obama campaign clearly described the "Bridge to Nowhere" whopper as a deliberate falsehood. Yes, this would have been infinitely more effective if her lying had been the story before her acceptance speech won so many American hearts - as Drew Westen has pointed out, if the first thing people know about her had been negative, then everything she said would have been taken with a grain of salt... but since their first impression was positive, and folks like her, it is much harder to convince people that she's Bush in high heels.

Why Lying Matters More. There was plenty of criticism of Palin before her acceptance speech, about about her inexperience and her extreme pro-life views. Why then does it matter that we left the issue of her misleading the public alone? As the Washington Post's Shankar Vedantam helpfully explains, research shows that people are generally much more sure of themselves when judging others on their interpersonal ethics than on policy issues. Low-information swing voters often don't know where they stand on policy questions (and they do know that there are experts with complicated arguments on both sides). But show them someone lying or cheating or being disloyal, and they will quickly form a strong opinion of that person's character. Again, the point is not that someone changed their mind about a policy, it's that they are trying to fool their fellow citizens into believing things that are not true.

Deja Vu: The Landstuhl Lie. Team Obama's reluctance to call Palin out on her lying recalled their earlier flailing over McCain's wholly made-up charge that Obama had canceled a trip to visit wounded troops at the end of his overseas trip because he learned there would be no cameras present. For the first several days, the the Obama campaign's response opened by calling the charge "inappropriate," instead of "completely not true" "a deliberate lie" etc. For the record, "inappropriate" is about the most counter-productive thing one could say in that situation. Here's what it conveys:

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- The charge is factually true - because if it were not true, the Obama people would have said so, instead of complaining that it was "inappropriate."

- Obama is more concerned with what he feels is "appropriate" or tasteful than he is with being straight with the American people, honoring our troops or leading the country. After all, "inappropriate" is wearing white after Labor Day, not lying to the country.

- After the same Obama spokespeople finally started calling the charge "not true," and it became clear that the McCain people had lied, it also became clear that Team Obama had been too timid to stand up to McCain's bullying and call out his lie in the first place. Timidity is a very unappealing trait in a Commander in Chief, to say the least.

- Finally, it conveys a very clear message to the McCain campaign: "We have no idea how to handle it when you make up outlandish lies. Please, hit us again!"

Palin: The Tragic Timeline (so far). No wonder then that McCain's speechwriters filled Palin's mouth with lies. But Team Obama had still not learned the lesson of Landstul - call an untruth an untruth, and make the lie the issue (the M.O. of Bill Clinton's War Room in 1992, not coincidentally). Once again, they were caught flat-footed:

- The Obama campaign's first statement Friday morning criticized Palin's lack of experience directly (rather than indirectly, as in "we don't know anything about her"), which opened the door to the endless criticisms of Obama's experience versus Palin's that we heard throughout the convention.

(Initially, the Obama camp could have called out Team McCain for introducing Palin within a day of Obama's acceptance speech - a first in this country's long history of dirty campaigning, I am told - in a deliberate attempt to keep Americans from hearing more about it, painting McCain as scared of Obama's appeal. Team Obama declined to criticize Team McCain's dirty trick.)

- Later Friday, Palin was introduced to America. Less than 10 minutes after her first "hello" to the American people, she told the Bridge to Nowhere "thanks but no thanks" lie she has been repeating ever since. Over the next five days prior to her prime-time acceptance speech, virtually nothing was said about Palin's lying to the American people by the Obama camp.

- Over that weekend prior to her speech, Obama wildly overcompensated for the campaign's initial criticism of Palin, calling her a "compelling new voice," among a few other compliments. Apparently he was thinking that even if everyone really liked her, they would still vote against her because they didn't like her polices. Don't get me started.

- This kind of bumbling was still going on 10 days later: On Monday Ed Rendell first very effectively called Palin out for lying about her record, but then completely torpedoed his own point about her deception and reverted to the inexperience argument, saying "I like her... She is a good person, she has tremendous potential, but in no way shape or form is she ready to be President of the United States."

A Halfway Bright Shining "LIE." At last, though, with this ad we see the beginnings of an offense from Team Obama. Nothing too potent yet, mind you: as happy as I was to see Obama call McCain-Palin on the lying, and as great as the visual was, with the "LIE" nicely highlighted, it must be said that the ad still tiptoes around the charge. The issue of them lying isn't introduced until the very end, and as good as that "LIE" visual is (all 2.5 seconds of it), the voiceover is oh-so gentle: "Politicians lying about their records? You don't call that 'maverick,' you call it more of the same." The intonation skips lightly over the L-word, which admittedly can be harsh on the ear and needs to be used carefully. But the phrasing attributes the lying to politicians in general, a category that to many people includes Obama and Biden.

Doubts and Hope. So while Mr. Romm doubts that the ad successfully connects "more of the same" to the McCain-Palin-"maverick" association cluster, I have my doubts that this is clear and forceful enough to make the lying charge stick either, especially after Palin has already connected with so many people. And at this point, it may well be that she is already too popular, and calling her lying out more any more forcefully would just come off as mean. (It is always worth remembering that Obama's people are scary smart, and also have access to information the rest of us don't.) Regardless, it is a huge relief to see Team Obama standing up to Team McCain (/Rove) at last.

Will Team Obama find their groove and come out swinging? Will a progressive 527 appear with memorable ads to save the day? It's hard to know. But this ad is still a start, and we still have eight weeks left. They are sure to be long ones.

Comments

[charleydan]

When your accused of something and falsely. You need to stand up immediately and very bluntantly deny it and call them as distorting the truth or liars.

When one does not do this. They leave the impression it is so. If you wait to deny it. People look at it that your trying to do damage control, but the remark stands as truth in their minds.

Obama from the beginning has again and again, not denied his pastor and other associates, but made excuses or reasoning for them. Cutting ties later only appears as damage control and many see it that he knew his pastors speeches well.

Maverick is one who stands by themselves or on their principles. Once you admitted that Palin was a risk with inexperience. You confirmed John his Maverick title.

To attack Palin is the worst thing that can be done. So many Americans see her as home made apple pie. This is a Gov that put the states checks on the internet for everyone to see, transparency. Obama has a lot to do to catch up there in being transparent. Especially when you start from Dr. Wright on.

One can only strike now at the record on Palin and that is tough to do when you run a transparency government and say you will bring that to Washington. Because who can complain when the facts are in front of you every day, day by day, for you to complain if they are not right.

[Daisy1111]

I think all these bloggers and commentators are all assuming the majority of voters are political junkies. They are not.

The 0-team is in denial about how his SWING TO THE RIGHT has affected many voters.

I have heard the following from my college educated friends who do NOT watch cable network news every night becausethey work 60-70 hours a week. Here are their concerns:

"I thought he was going to vote against FISA , then he voted for it?

Wait - wasn't he against drilling and now he's for it?

I thought he was going to bring all the troops home now he says he'll listen to the generals' advice?

He's a liberal - why is he going to give more money to faith based programs? That's crazy!

Who is this guy? Every time I think I undertsand his policies he changes them. Will he change them again once he's elected? At least with the GOP you can predict what they'll do. "

At least a half dozen of my friends say they may not vote at all in November because 0bama has been so inconsistent.

[kc4691]

If these friends that are college educated are saying they may not vote at all in November, you might want to counsel them that what they are doing is a total copout. Do they want McCain? They must! Obama is trying to get elected just like McCain. He has to play for all Americans, Democrats and Republicans and Independents, if he wants to get elected. Your friends, while young, should understand this. Our country is in dire straits and needs Obama. Of our two choices he is, by far, the better candidate. As far as the GOP being predictable, how has that worked for us so far? You want more of the same vote McCain. You want a chance for a better life then I suggest you get out and vote and encourage your friends to vote for Obama.

Kate Driscoll
Troy, Idaho

[coldstone]

Not the time to be nice...it is the time to win...

How much baggage could any one candidate bring to an election...

You would have to be blind or stupid to vote McBush...

Four more years...NO NO NO

[4fathers]

i think the most effective ad would be one using mccain's own words - then and now. he was against the bush tax cuts and now he's for them. he was against repealing roe vs wade and now he's for it. but he's stated in stump speeches that he doesn't place personal ambition over his convictions.

how can you trust someone who not only does what he says he's not doing, but then lies about it?

using cause/effects images & words is the most effective form of communication - dramatists have been using it for centuries with great success.

[spinns17]

time to fight now

[Airmid]

And I want, so badly, badly WANT

and ad where McCain's nose is fixed to grow ever longer, then droop at the end while his pants catch fire....

all to the tune of his lies -and a text-over that says 'Lie 1...'

it's got to happen

get to it, guys

[Airmid]

See 'Thinking like a Republican' - and the comments - here:

http://www.washingtonmonthly.com/

for some serious attack-ad ideas.

go, go, GO

[waarpe]

Dammit, Obama, start using the 'L' word. The McCain-Palin campaign is lying through its teeth so call them on it, loudly and often.

[NLEBOON1653]

Barack Obama is not a Muslim, "I'm a Muslim" We are not closets

http://www.youtube.com/watch?v=nvJfHr6OqOM

[Tweet]

What needs to happen is that all the anger raised up in Democrats over this crap should be expressed directly and immediately. It is not necessary to think about how it will play. If you're enraged, you need to say so, and be enraged while saying so. Don't overthink it. And damn the consequences.

[NJmikeV]

Like Dubya said "Fool me once shame on you. Fool me again .....er...umm....We won't get fooled again" America is tired of this Rovian crap.

Contribute (no matter how small). Volunteer. Write your editor. Call your TV and radio stations. Talk to your friends and neighbors. Get out the vote.

[unscum]

There are only three things that will win this election for Obama, political ads, voter registration and turnout. Obama's political ads are nowhere near as creative and effective as McCain area. And not, the conservative 527s onslaught is now upon us. Hillary Clinton did warn us that this would happen.

[KickButtLib]

Not to undermine you Mr. Neffinger, but very little Mr. Obama has said or done has really stuck with me. (Indeed, ol' Barack's got a great smile and looks sharp in a suit.) Without question, I don't want McCain and his creepy veep in the White House. Nevertheless, none of these characters hold my interest.

This whole campaign has been like root canal surgery: mild discomfort plus boredom. Wait for the October surprise? Surprise me now! The economy is in the crapper -- with U.S. morale in good company: our money, resources and children mired in the shittiest place on earth.

Throw us a bone! Some mammoth public works project, like a giant levee around Manhattan, because you know some hurricane's gonna pay a call on those shiny new towers, when and if they ever get built. How about ringing up the Dutch re Louisiana -- bet they know how to dry up the Big Easy the RIGHT way. I could be wrong about that idea; it just seems so sensible, with all their experience and all. Either way, I see jobs, at least I think I do.

[kburlz]

Obama;s team felt they had to be nice to Palin at first, something they learned from Hillary and how it backfired when they piled on.

[NJmikeV]

Like Dubya said "Fool me once shame on you. Fool me again .....er...umm....We won't get fooled again" America is tired of this Rovian crap.

Contribute(no matter how small). Volunteer. Talk to your friends and neighbors. Get out the vote.