Video: Another ponderous, prolix McCain ad; Update: McCain seeks black, Hispanic, young-adult votes
posted at 12:52 pm on April 6, 2008 by Allahpundit
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The latest in a series of meditations — on honor, sacrifice, and now tolerance — designed to establish the Maverick brand. This one’s aimed squarely at independents and McCainocrats, but how many of them will ever see it? It’s a web ad, which means its only realistic chance at a mass audience is through “earned media” like TV. Any news shows out there willing to devote two and a half minutes of precious airtime to this behemoth?
Update: The ad explained.
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I liked the ad and I thought it made its point very well.
bnelson44 on April 6, 2008 at 1:01 PM
That was a good ad. I’m really enjoying the tone of his campaign.
terryannonline on April 6, 2008 at 1:02 PM
None of the ads are bad. They’re all thoughtful and different. My point is simply whether they’re worth the money. Who’s watching them? What good do they do him?
Allahpundit on April 6, 2008 at 1:03 PM
OK, but it’s just a little too early for this ad. And I can just imagine what some conservatives are going to say…
Interesting at the end, the disclaimer, that “Military images don’t imply endorsement…”
I’m all for John McCain very enthusiastically, but this ad seems out of place at the moment.
JetBoy on April 6, 2008 at 1:03 PM
It’s two and a half minutes long, guys. It doesn’t even work as viral video.
Allahpundit on April 6, 2008 at 1:03 PM
Well, right now they are web ads. Perhaps, he doesn’t have the money and feels it is too early for television ads. Who is to say these web ads won’t be television ads in a few months?
terryannonline on April 6, 2008 at 1:06 PM
Prolix, prolix, it’s nothing that a pair of scissors can’t fix.
I don’t know who’s watching these, my guess is that it’s mostly members of the political blogosphere. If that’s the case, yeah, these monstrous ads are a bit of a waste.
Though they are prime for parody. One wonder’s what the hell McCain is getting at by trying to make himself a member of some privileged caste. Could you imagine Hillary making these ads?
Keljeck on April 6, 2008 at 1:08 PM
It’s like McCain’s peeps realize that the Internet has to be factored into the equation, but their style is too old fashioned and plodding to keep pace with it.
I’ll say one thing – they’re much more proactive at this point (ie, war room response, etc.) than team BOOSH ever was.
Good Lt on April 6, 2008 at 1:08 PM
Those are good questions and ones I have considered as well. But the ad itself is not bad and he is getting some positive exposure during what is usually a dead period in a political campaign.
New week, if he plays it right, he should get a lot of exposure as well.
bnelson44 on April 6, 2008 at 1:10 PM
I don’t think it is aimed at kids.
bnelson44 on April 6, 2008 at 1:11 PM
To me, the ad is aimed at conservative republicans.
Labamigo on April 6, 2008 at 1:11 PM
Make that young adults, sorry.
bnelson44 on April 6, 2008 at 1:12 PM
I dunno…McCain does have money, and with the general coming up, he’ll need lots more. But agreed…it’s way too early for TV ads. He’s already sewn up the nomination, and we don’t even know who he’ll be running against. Hillary or Obama will require different strategies.
But this ad just seems a little cliche, a little lacking in real substance, and as AP said…a little long.
In any event, GO McCain!
JetBoy on April 6, 2008 at 1:12 PM
That’s possible, but even then, how’s it going to play? Obama’s running ads about his plan for health care and McCain counters with airy spots about “tolerance”?
Allahpundit on April 6, 2008 at 1:12 PM
I think so, and “moderate-conservative” Independents and Democrats. What we use to call “blue color workers”.
bnelson44 on April 6, 2008 at 1:12 PM
I thought of that, but look at the images of Iraq and the language about putting aside our differences to find the best solution. It ain’t conservatives who are the problem there.
Allahpundit on April 6, 2008 at 1:13 PM
Well, much of Sen. Obama’s appeal is his call for unity and bipartisanship. So, Sen. McCain needs to get the message out that he has the same bipartisan appeal too and that he too wants a dignified debate.
terryannonline on April 6, 2008 at 1:15 PM
It’s a “feel good” ad, Allah. The point of it is to make a certain demographic feel that they have someone running who thinks like they do. I think that demographic may very well be in the middle and moderate. The ones who are feeling very frustrated with the Democratic party right now and don’t feel all that comfortable about Obama.
bnelson44 on April 6, 2008 at 1:16 PM
AKA Lieberman voters.
bnelson44 on April 6, 2008 at 1:19 PM
Yes, precisely. Centrists, not conservatives.
Allahpundit on April 6, 2008 at 1:20 PM
It’s twice as long as necessary..uses he world “argument” instead of “discussion” and uses way too many big words…For those non-college-independents I think this advert misses the point. This ad is a pollster’s dream, it will be interesting to see what Luntz has to say about it –
daytrader on April 6, 2008 at 1:21 PM
heh…nothing really beats this “f-ing McCain ad” from Jimmy Kimmel’s show…(it’s bleeped, no worries)
JetBoy on April 6, 2008 at 1:21 PM
I should add this ad might actually show the end of Hillary. With this Sen. McCain is engaging Sen. Obama on his calls for unity. Looks like Camp McCain thinks they are going to be running against Camp Obama.
terryannonline on April 6, 2008 at 1:22 PM
Huh. I’m not sure who the target is. At first I thought it was for conservatives, as his argument is that arguments are good…and McCain made his name poking conservatives. But voiceover hit Tolerance voiced over an A.American, Respect over two business women then moves to Lincoln. That seems like a civil rights message.
I think the ad is unwieldy, actually. The narrator makes it; give it a different voice and I don’t think it would carry half as well. It’s like the PBS documentary voice, which makes me think it is part of the biography tour – but it’s not an introduction of ideas, it assumes knowledge, which makes me think it is justification (if that is the right word) for maverickism. That, combined with the fact that the place this ad is going to be seen is sites like this (not Huffpo, etc certainly), it seems like a long internal memo to Republicans.
Spirit of 1776 on April 6, 2008 at 1:23 PM
In other news, President George W. Bush, in his radio address yesterday from Romania, announced that he was gay.
He thanked Laura and his two daughters for the “wonderful years” he spent with them and said that after retiring early next year, he intends to move to Romania, buy a cottage on the Black Sea and spend the rest of his life with Mr. Vladimir Putin.
After the radio address, when asked by Fox News’s Bret Baier when he was physically attracted to Mr. Putin, president Bush said, “since my very first meeting with Putin, when I looked in his deep blue eyes, I knew he was the true love I was looking for.”
No word yet if Mr. Putin will move to the White House until the end of Mr. Bush’s term.
Indy Conservative on April 6, 2008 at 1:23 PM
McCain’s ‘Message Man’ [video]
Steve Schmidt — AKA McCain’s “message man” — discusses the campaign, California, and new media’s influence in presidential politics with Bill Bradley and Roger L. Simon.
bnelson44 on April 6, 2008 at 1:24 PM
They’d be fools not to. Hillary was done for a few weeks ago. Now she is just dragging it out hoping against hope that something will happen to Obama. She will continue until the money runs out.
bnelson44 on April 6, 2008 at 1:25 PM
This ad just doesn’t do anything for me. It’s two and a half minutes of cumbaya fluff. Tell me what you are going to do about the economy. Tell me what you are going to do about the housing crisis. Tell me what you are going to do about gas prices. Tell me what you are going to do about the terrorist resurgence in Afghanistan. Tell me what you are going to do about the Mahdi Army in Iraq.
SoulGlo on April 6, 2008 at 1:26 PM
This along with McCain-Feingold is spadework for McCain’s coming Martial Law. Which, once a maverick becomes prez -
inevitable. Ain’t it?
C’mon TPMCafe quote me! Then it’s a meme!
Yglesias, put down the S’Mores & get your ass over here.
Stephen M on April 6, 2008 at 1:27 PM
That’s because it isn’t aimed at you.
bnelson44 on April 6, 2008 at 1:28 PM
Still not voting for him.
HYTEAndy on April 6, 2008 at 1:42 PM
Well I’ve always been the “token” conservative friend. I don’t know who will see this ad but I just sent it to every “open-minded” liberal friend I’ve had since college. I truely think its gonna be hard for them to say anything evil about McCain. I’m sure they will, but it will be easier to rebut them then it has been in about 6 years!
tottoritodd on April 6, 2008 at 1:46 PM
McCain, the man who smeared as “bigots” the opponents of his massive amnesty plan, is lecturing others on the need to be “respectful” of Americans whose political opinions differ from their own?
What a hypocrite.
AZCoyote on April 6, 2008 at 1:57 PM
McCain’s plane was shot down over Vietnam!
He spent five years in Hanoi Hilton!
He was ruthlessly tortured!
When he was finally released he only weighed like fifty pounds!
Did I mention that he spent five years in Hanoi Hilton?
FloatingRock on April 6, 2008 at 2:00 PM
Sounds like an elitist human resources propaganda piece aimed at conservatives. We must be tolerant. We must be nice. We must understand the non-stop anger of The Left. It’s silly, and quite unnecessary.
SouthernGent on April 6, 2008 at 2:06 PM
A very important qualifier is contained in this beautifully presented clip . . . respect yes, but only “as long as our character and sincerity merit respect”.
rplat on April 6, 2008 at 2:07 PM
As long as Hillary is still going at it with McCain, he can air these feel-good extended bio ads, even if few people watch, because the people who are paying attention to politics right now are almost completely focused on the Democratic race.
Once either Obama wins the nomination or the Hillary people dig up something so devastating it causes his campaign to collapse and she wins the nomination, the McCain people need to pack up these ads and save them for the RNC convention and start running ones that deal with substance over style and contrast what a President McCain would do differently from a President Obama or a Clinton II administration.
jon1979 on April 6, 2008 at 2:08 PM
You forgot that he learned the meaning of mercy from one of his teachers in high school.
Keljeck on April 6, 2008 at 2:09 PM
Eh, that should read: “As long as Hillary is still going at it with Obama, McCain can …”
Time for more caffine.
jon1979 on April 6, 2008 at 2:13 PM
I confess it has that feel.
Spirit of 1776 on April 6, 2008 at 2:24 PM
“Freedom is the inalienable right of mankind and in accord with the laws of nature and nature’s creator.”
This is a powerful line to me. Hope and steadfastness – you don’t hear the message of the American heritage from HRC and BHO.
ignatzk on April 6, 2008 at 2:24 PM
So, let me see if I have this right: liberty is my inalienable right as we decide what the role and size of government is to do what our social responsibility by what our consciences dictate.
Uh, anyone see the contradictions here as Washington’s definition of government is examined:”Government is not reason, it is not eloquence.
It is force, and like fire, it is a dangerous servant
and a fearful master.”
Amendment X on April 6, 2008 at 2:25 PM
In his mind we are. If we weren’t such racists, we’d support his amnesty plan. Remember, Lindsey and John are gonna tell the bigots to shut up. I think this ad is their nice way of doing it.
malan89 on April 6, 2008 at 2:40 PM
I just couldn’t disagree more. In the first place, humanists don’t think rights come from a Creator.
But I loved this ad. Loved it to the point of nearly having tears in my eyes, and I am old enough to have voted for Ronald Reagan twice.
This is an ad Reagan could have run folks. And this is something that needs to be said. Brick by brick McCain is building something here. Something that’s looking more special to me by the day.
Poor Barry, he may want to be the coming of hope and change and new politics, but he’s wound up with a bunch of rabid haters from Kos Kiddies to Uncle Jerry’s flock as his base.
McCain’s ever-so-artfully cutting them off early and right at the knees.
*Chuckling…*
Yeah, maybe so. After all, there are so few cable news channels and they only have 24 hours a day to fill every single day and there’s so much going on right now.
Typhoon on April 6, 2008 at 2:41 PM
To say that a campaigner seeks certain votes is kinda redundant. I’m sure he seeks all kinds of votes.
AbaddonsReign on April 6, 2008 at 2:46 PM
Exactly. I’m sure every candidates wants as many votes as they can get.
terryannonline on April 6, 2008 at 2:48 PM
Clarence Thomas, in his book, says that the Reagan administration demurred on his offer of help during the re-election campaign as that block was not actively sought after.
Spirit of 1776 on April 6, 2008 at 2:52 PM
It’s a good ad. I saw it as a poke-in-the-eye to leftists everywhere.
On another note, is that voice-over guy the same one who does the Lost recaps?
amkun on April 6, 2008 at 2:52 PM
No…in your mind he is.
JetBoy on April 6, 2008 at 3:10 PM
nice ad, i like it.
seems like they are trying to have a bunch of these on youtube so people can find some stuff on him when searching McCain.
atleast thats what it sounded like what they were saying on tv the other day, right after his second one of these type youtube vids started getting noticed i heard a blurb on fox about these vids.
trailortrash on April 6, 2008 at 3:25 PM
Here’s the thing, and here’s what I think you’re missing: For the past couple years, I was involved in a very bitter and protracted legal dispute, and at one point I got a key piece of valuable advice to always attempt to be, “the calmest and most reasonable person in the room.”
For eight years now, we’ve had an entire segment of the population of this country foaming at the mouth in sheer unadulterated hatred of the President of the United States. What this ad is doing is taking those people artfully and subtly to task with everyone else.
Most people who aren’t political junkies are turned of by nothing quicker than hatred and viciousness in political debate.
And poor Barry, these screaming nutcases are now his base. When they start screaming about Bush lying and kids dying and calling warmonger and rending their garments and throwing their bottles of blood about the third Bush-McCain term, well, McCain’s going to look like the calmest and most reasonable man in the room.
And that’s what the country wants right now. Watch and see.
As to cost/benefit, well, you said yourself they’re Internet ads. All the footage is surely stock or already existed. So you’re not talking placement costs, just editing and voiceover, or, in essence, nothing.
Typhoon on April 6, 2008 at 3:28 PM
Excellent. I think you hit it right on the head. Now it’s contingent on McCain to not throw one of his own spewing spittle-flecked fits along the way.
laelaps on April 6, 2008 at 3:59 PM
In the ad, there is a picture of two soldiers walking…..
If I am not mistaken, the first soldier in the picture is Petty Officer 2nd Class Michael A. Monsoor before he was killed in action.
If I am right, than this ad works for me…….
GodSpeed Michael……….. HOOO0-YAAHHH!!!
If not, than it still works for me……
Seven Percent Solution on April 6, 2008 at 4:11 PM
Is the McCain campaign really dumb enough to waste resources on California?
corona on April 6, 2008 at 4:15 PM
ABOUT HIMSELF, TRUE ENOUGH.
That he’s ignoring the importance of voters who eschew open borders, tolerance of criminals in preference for liberal progressive demography speaks volumes to anyone with ears to hear.
maverick muse on April 6, 2008 at 4:25 PM
I don’t know how accurate this is, but I’ve heard that if McCain can swing Los Angeles County 4% points, he takes the state. Anyone else heard this?
That said, I like the ad. He’s presenting himself as a “uniter” much better than Senator Obama and that’s Obama’s main talking point. He’s essentially nullifying Obama’s best weapon.
I’m pretty confident of a McCain win in November. Like a friend of mine likes to say, elections are won between the 45 yard lines.
MikeZero on April 6, 2008 at 4:31 PM
Wow! Something for an intelligent, caring, feeling human being and not a political ideologically driven drone. These ads are for those that have ears to hear and eyes to see. Is there enough of us out there left? I lost my 22 year-old granddaughter to Obama, although she has NO clue what he is about and no time in her life to find out, but daddy said so….I hope McCain continues in this vein. What a contrast.
sharinlite on April 6, 2008 at 5:14 PM
First thing I noticed? There’s an awful lot of white folks in that ad.
tree hugging sister on April 6, 2008 at 5:27 PM
Perhaps the ad is aimed at the base–”Why doesn’t McCain get mean & dirty like the Dems?” You know, the Hussein Obama flap, etc.
jgapinoy on April 6, 2008 at 5:27 PM
In which case countries that have sharia enshrined in their Constitutions (i.e. Iraq, Afghanistan) are NOT populated by free peoples. At least from a Christian perspective.
aengus on April 6, 2008 at 5:57 PM
LIKE A JOKE: If ya gotta explain it, it ain’t worth it.
From the article, “The Arizona senator said he would go after votes of blacks and Hispanics, two traditionally strong Democratic blocs, as well as independents and young voters who have been attracted to the Democratic campaigns this year.”
Fair enough. But with these three lethargic, sleeping-pill ads?! How about a few slam dunk 30-second pieces instead?!!?
Lockstein13 on April 6, 2008 at 6:23 PM
I liked this ad; our freedom is being challanged, both externally and internally.
This is the very first time I have seen a high level politician address the socialist threat. It really suprises me that McCain was the one to so much as suggest this internal threat existed.
allrsn on April 6, 2008 at 6:34 PM
I couldn’t agree more. I like to think there are enough thinking people left out here for the message to take hold. Then again…
…I guess we’ll see.
Typhoon on April 6, 2008 at 7:04 PM
If he thinks the red state , blue state scenario won’t hold, cities vs. rural scenario, as in the linked explanation then he must be going to pick Lieberman for v.p. else the man truely is delusional and someone else is pulling this puppets strings.
Well wait maybe he’ll pick his friend Teddy (hiccup) Kennedy
dhunter on April 6, 2008 at 7:17 PM
As for the stodginess of the ad, imagine if you will how you would respond to your grandfather or father attempting to be “hip and cool”. It would be a laughingstock.
The serious muted tone is a stark contrast to the largely empty hype and faux excitement of Obama. The message polishes the McCain commitment to cooperation, not partisan division – it also has an element of attempting to gain the principled high ground before the Democrats rev up their divisive gutter attack machine.
A good ad for the middle of the road, non-party affiliated demographic, except it needs to be shorter (90 seconds?) and it needs to be a bit more Reaganeque with an uplift at the end.
Now, I’m waiting for the ads with the “we hold these truths to be self-evident” and the “for the people, by the people and of the people” lines.
Dr. Bob on April 6, 2008 at 9:00 PM
I’m disturbed at the lust for 30-second ads. Don’t we want something with a little more heft? How about a 15-second ad so Allah doesn’t fall asleep?
So far, the ad has only been viewed 7600 times on YouTube. It hasn’t gone viral. Campaign videos are hit and miss. Some work better than others. I am impressed the McCain campaign has used an interesting aesthetic. They don’t look like average campaign ads.
seanhackbarth on April 6, 2008 at 9:18 PM
Yeah, but I think that was done in order to make the one black guy in the ad stand out as the clear interlocutor with whom he makes peace with that handshake near the end. And why is that important? Because
He will be running against Obama, there’s no question about that. If he’s not running against Obama, then he is running against the Democratic party w/o the black vote, and in that case, as long as he doesn’t moon anybody on camera, he’s going to win.
So, I agree with Typhoon that he’s setting himself up as “the calmest and most reasonable person in the room,” and underscoring, at the same time, the big gravitas gap betw him and the
juniorfreshman senator. In addition, he’s laying an implicit challenge at the feet of Obama, which is to throw over the nutroots, and nutballs who with whom is currently encumbered. But that is something that Obama can’t, or won’t do. He may try to do it in the general, but but his nutty buddies will savage him if he does. So a central sub-text of this ad is putting this question in the mind of its demographic [Centrists, not conservatives. Allahpundit on April 6, 2008 at 1:20 PM]–can you see Obama doing this, being this reasonable?smellthecoffee on April 6, 2008 at 10:33 PM
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