McCain TV Starts: Vulnerability Wrapped In A Message Of Strength

And they're off. While Barack Obama tours swing states, John McCain advertises in swing states, launching the first TV ad of the general election campaign. It's an acknowledgment of vulnerability wrapped in a message of strength.

While Obama plays the economy card -- not surprisingly, given record oil and gasoline prices, rising food prices, rising unemployment, and falling housing values -- McCain plays the security card. With an ad called "Safe" that seeks to remind viewers who this famous man is. Which is intriguing. The ad implicitly acknowledges that his actual background may not be as well known as we think.

And with Obama jumping on a McCain comment on this morning's Today Show that it's "not too important" when US troops leave Iraq, the ad may play further into the unpopularity of the Iraq War.

McCain senior advisor Steve Schmidt tells me that the ad is airing in 54 broadcast TV markets in key swing states, a more than $3 million buy. Where exactly is it airing? Colorado, Nevada, New Mexico, Iowa, Ohio, Michigan, Wisconsin, Minnesota, Pennsylvania, and Missouri. Another million or so is being spent on cable TV, where the ad will run on Fox News, CNN, Lifetime, The Learning Channel, and the Discovery Channel.

Barack Obama isn't running any TV ads. Right now.

Here's the ad's text. You can view it above.

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.

What's interesting and frankly rather curious is that McCain is starting out by playing a hole card, his status as the war hero son and grandson of war heroes. And doing so at a time in which voters are much more concerned about the threat to their economic security than their physical security.

The spot is suffused with imagery of suffering and sacrifice, with dark overtones and sad string music. McCain speaks to camera for the entire 30 seconds, convincingly intoning his message.

McCain himself is starkly lit. His face is literally half in the light, and half in darkness. The close of the ad holds for four seconds on a close-up of McCain in profile.

Straight on, McCain's face can appear rather cherubic. The profile shot in the spot, however, makes him look craggy, presenting him as someone with hard-won experience and wisdom.

This is effective advertising. For 2004. For 2008? That's another matter.

While Americans don't want to lose in Iraq, most voters are simply sick of the effort there. 63% say they want US troops out of Iraq within two years. And McCain said this morning on the Today Show that withdrawing troops is "not too important," and that cutting down on casualties is the key.

The positioning seems almost defensive. It's as if McCain is seeking to define himself -- in ways in which most observers would think he is already defined -- in these swing states in order to hang on to voters he already has. Perhaps in anticipation of a coming barrage from Obama.

While impressively rendered, this opening advertising salvo of the McCain campaign does little to address the new political environment in which it finds itself.

Comments

[gadfly55]

Are the majority of voters most impressed with militaristic posturing? Is the United States the new Sparta? Are the majority of soldiers from a family tradition of selfless sacrifice in the service of the Commander in Chief since the Korean War? Where is Captain Dan of Forrest Gump in this picture, who demanded the right to die in battle like all his paternal ancestors? What is the ultimate value, the essence of McCain's pose in its appeal to the public? Does he propose that the President's most important responsibility is as Commander in Chief, and consequently he will be be discretionary and prudent in the exercise of this power, regardless of Congress, and in contrast to GWB? Is McCain a better warrior, and is this the most important qualification of the President? Perhaps a military junta would be the best form of government , so we can all ignore the Constitution, never mind international financial markets, the price of commodities, the disintegration of infrastructure, the deterioration of public education, the spiralling cost of health care, the effectiveness of American diplomacy, etc. The essay by Lexington in this week's Economist examines the centrality of religious belief and the position the two candidates. This is very problematic for McCain because it is not clear to him what he believes, but of course this problem applies to him in many areas. Playing the war prisoner role will exhaust its sympathic response to leave him weaker as a potential leader.

[William Bradley - Huffpost Blogger]

Actually, you are referring to an American tradition dating back to the founding of the Republic.

Don't forget that the first President -- "Father of our Country" -- was the winning general in the American Revolution.

It doesn't always work. For example, John Kerry was a Silver Star-winner in Vietnam. He lost to a guy who went AWOL from the Air Guard in Alabama.

>Is the United States the new Sparta?

[William Bradley - Huffpost Blogger]

I see this a bit differently. Mac was a maverick in 2000, when had he won the nomination he would have won both electoral and popular votes. Today, not so much.

On the POW/war hero issue. He is. It's his hole card. As I suggest, it is odd to play it coming out of the box.

>This is very problematic for McCain because it is not clear to him what he believes, but of course this problem applies to him in many areas. Playing the war prisoner role will exhaust its sympathic response to leave him weaker as a potential leader.

[Turtleluv6]

Mc Lame is no hero a songbird yes and if he could sell us out once he'll do it again. As a republican I am appalled that Mc Lame was our Nominee.


Republican Catholic Native American woman for Obama '08

[William Bradley - Huffpost Blogger]

You're saying McCain was a traitor in the Vietnam War?

[PioneerKing]

Mr. Bradley:

Did it really take you eight years to realize that other than being a former POW McCain has done little with his life? McCain is a shallow, social climbing political opportunist.
McCain is the type of guy who coasts through life on a reputation that is based more on hype than fact.
The greatest arbiters of who John McCain really is reveal someone who lacks substance, grace, manners and a nimble intelligence. McCain is mean-spirited, vulgar, arrogant and a highly flawed imbecile. The real John McCain can be found in the manner in which he treated his first wife; the way in which McCain spews profanity on his current wife; the ease in which McCain has thrown his adopted brown skinned daughter under the bus, so that he could court agents of intolerance; McCain's posting of video on his website showing one of his supporters calling Hillary Clinton a vulgar name; McCain's failure to rebuke the his supporters on the misogynistic language they used towards Hillary and the offensive ribald jokes that McCain tells about Chelsea Clinton and other women.
What has been highlighted in the past year and a half is that McCain's military service and status as a former POW have not amounted to sources of integrity for John McCain.

[William Bradley - Huffpost Blogger]

Obviously, I wrote nothing like that. But it is a good pivot for you into a lengthy attack on McCain ...

[libbygirl]

The only thing I'm afraid of right now is McCain. It's the economy stupid!! It's a roof over my head, gas in my tank, and food in my stomach. It's healthcare and education. Don't try and make me feel like I'm safer because you were a POW and know more about war.

[blaqntelligence]

libbygirl: "The only thing I'm afraid of right now is McCain. It's the economy stupid!! It's a roof over my head, gas in my tank, and food in my stomach. It's healthcare and education. Don't try and make me feel like I'm safer because you were a POW and know more about war."

This should be the war cry of every anti-mccain voter.

Thank you.

[William Bradley - Huffpost Blogger]

As I pointed out, it's curious that McCain feels the need to bolster his national security cred when economic security is what's on most voters' minds.

[clearthinker2008]

Oh, and is he going to pimp that "i was a war prisoner" theme the entire campaign? Being a war prisoner sucks and I'm truly sorry he went through that. No one ever should. However that doesn't qualify him to RUN THE COUNTRY.

[William Bradley - Huffpost Blogger]

He is going to push the war hero theme throughout the campaign. This should not be a surprise.

[clearthinker2008]

What's up with the shading thing going on in that ad? Are they trying to hide that cancer scar thing on the left side of his face? Btw, that constant military thing does nothing for me. McCain only sees the world as battles and fighting, the hell with that. Bring our guys home...and freaking help repair the economy.

0bama 08

[William Bradley - Huffpost Blogger]

No, they are not. McCain has done many TV ads with regular lighting. He appears in public with regular lighting.

[glesslib]

The first time I saw this ad, I was reminded of Marlon Brando in "Apacolypse Now"....they were hidding Marlon's size in that movie. This ad is shot in half shadow to hide McCain's age and disfigurement from cancer surgery. And, like Rudy (one-note) Guiliani, McCain leads with what is his main claim to fame....in his case POW status.

Despite best efforts, he looks old. Maybe we can't see him infrimities because of the way this ad is lit, but he still looks his 71 years. When the Republicans finally persuade him that the less seen of him the better, the 527 attack ads will begin in earnest. This is going to be a nasty one.

[William Bradley - Huffpost Blogger]

His "disfigurment" is only noticeable when he doesn't wear makeup. They make him up, you don't notice it.

Interesting theory, though ... :)

[glesslib]

I'm sorry that the man has been sick. I wouldn't wish cancer or its treatment on anyone.
However, the American people have a right to see what the candidate looks like.

I am no kid myself. I am recently retired. People in my age bracket are, supposedly, harder on McCain than younger people because we know what age brings. Running this country takes someone younger and smarter than this guy. The problems that we face in the future won't be solved by someone coasting on the way to the home.

[KHAAANNN]

All you have to do is look at the current resident of the White House to realize that Intelligence, Bravery, Wisdom, and Honesty are NOT inherited traits.
George H.W. Bush was not a great president, and I fault him for a lot of things (and damn him for a few more), but at least he had 4 attributes;
Intelligence: He was a good Chief Spook.
Bravery: Volunteered for WW II, flew in combat many times. Raised taxes when they NEEDED to be raised, and paid the price for it.
Wisdom: He KNEW BETTER than to invade/occupy Iraq.
Honesty: He said so (see above), many times. (Let's leave out Iran-Conta right now, OK?)
Now look at his son GWB.
Intelligence: He is not stupid. He is quite intelligent, but doesn't care to use it.
Bravery: Abject Coward. Always gets others to do his fighting for him.
Wisdom: Has none. Wisdom is defined as knowing when NOT do something you CAN do.
Honesty: Pathological Liar.
John McCain is also an apple that has fallen VERY far from the tree.
Not very bright.
A braggart whose family connections excused his actions.
Last in his class at Annapolis
Poor pilot (crashed 5 planes.)
The only thing he ever did right was to survive the Hanoi Hilton. But a lot of prisoners did that, and they don't DEMAND respect for it and loudly proclaim that they are WAR HEROES, why should he?

[William Bradley - Huffpost Blogger]

Actually, I'm acquainted with John McCain. And it's well known he is good at town halls and in Senate committee hearings. He was not last in his class at Annapolis, where class rank is determined in party by demerits. (He nearly set the record at that.) He was a good pilot, decorated for his flying.

Etc., etc. Don't let your partisanship cloud your thinkings.

>John McCain is also an apple that has fallen VERY far from the tree.
Not very bright.
A braggart whose family connections excused his actions.
Last in his class at Annapolis
Poor pilot (crashed 5 planes.)
The only thing he ever did right was to survive the Hanoi Hilton. But a lot of prisoners did that, and they don't DEMAND respect for it and loudly proclaim that they are WAR HEROES, why should he?

[KHAAANNN]

I am good friends with some people that I would NEVER vote for, President or Dog Catcher. Acquaintance is not a good reason for supporting someone for President.
I am not going to vote for McCain because of his stated POLICIES. His RADICAL changes in position in the last 3 years are what bother me. It is one thing to learn from your mistakes and change your position, that is a good thing. But, to make a 180 for political PANDERING reasons, and then not even be able to coherently defend your new position, that is a show stopper for me. This is not the John McCain of 40 years ago (no one is what they were 40 years ago) more or less the one from 5 years ago.
I am upset with the false picture that people are trying to paint of him being a WAR HERO and a MAVERICK. He is not a hero, the heroes are the ones who didn't come back, or did and didn't try to make money off it. Nor is he a Maverick, he has voted with Bush 95% of the time. John McCain is a man trying to run on something he did 40 years ago that has NO BEARING on today, that is patently dishonest so he loses my vote.

[BlueOnBlue]

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

John McCain: fool and fraud.

[William Bradley - Huffpost Blogger]

I follow McCain closely and do not recall him going on romantically about war.

[amanofmeans]

When do we get beyond defining heroism solely in terms of the military?

[HBeachbum]

When lawyers actually defend the country.

[William Bradley - Huffpost Blogger]

Oh. We don't really want to go there, do we? :)

[William Bradley - Huffpost Blogger]

We don't. But it is the traditional measure in presidential politics.