New McCain ad: “Safe”
posted at 10:30 am on June 6, 2008 by Ed Morrissey
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Unlike some of his other efforts, this new ad for John McCain keeps its time to 30 seconds. It’s obviously meant to dispel the image of McCain as some sort of warmonger. No one prays more for peace, as the saying goes, than the soldier, and McCain makes this clear in recounting his family’s history of service:
JOHN MCCAIN: 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.
It’s effective, but will it convince those who think of McCain in terms of “Bomb, bomb Iran”? The subtext is that while McCain deplores war and has been damaged by it like few others, he doesn’t fear it so much that he will hide from tough decisions on national security — hence the “Safe” title. It takes more than 30 seconds to fully develop that theme, but this looks like a good start.
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John McCain vs. Barack Chamberlain.
jgapinoy on June 6, 2008 at 10:33 AM
That’s a lot of money to just say he has military tradition in his family.
The writing is atrocious and disjointed, but I guess it’s aimed at the unwashed stupid masses, so its simpleton language is bang on.
“Only a fool or a fraud talks tough or romantically about war.”
Who is he referring to? Mr. Invisiblestrawman? Horrible writing.
And yeah, Ed, the flippant and inappropriate Bomb Bomb Iran thing sure contradicts this spot.
Fail.
Dave Rywall on June 6, 2008 at 10:38 AM
There is an old rule in politics never to give your opponent free advertising my mentioning their name.
infidel2 on June 6, 2008 at 10:43 AM
It is aimed at the security moms and BlueDogs. The Obama feint is to attack McCain as a knee-jerk when it comes to military action. McCain’s just trying to block that argument.
Limerick on June 6, 2008 at 10:43 AM
anyone see Thomas Sowell’s article yesterday, reluctantly endorsing McCain and claiming voting for him is a “no brainer”
pretty good stuff, mostly about iran, history, reality….things the avg. joe can’t handle…
http://article.nationalreview.com/?q=NTE5ZTQyNzM2MzE1NmQyMzQxYjgxYjEzNWU5NmQxYjM=&w=MA==
jp on June 6, 2008 at 10:45 AM
The spirit of the ad was one of John Kerry’s supposed “advantages” over Bush according to Democrats, though McCain certainly outdoes him if one should rank the service of soldiers (and I am not sure I would doing such ranking, except for Kerry deciding to toss his medals puts everything in play). I guess this means Democrats should come out for McCain in droves over the never-served (even in the National Guard) Obama. Right? Right?
Wineaholic on June 6, 2008 at 10:45 AM
Well spoken by a true hero, but I guess I’m just one of Dave Rywall’s “unwashed stupid masses” who is also a combat veteran.
rplat on June 6, 2008 at 10:45 AM
Many people, everyday people, who have not experienced battle talk of the glory and romance of war. These are some to whom he is referring.
Swinehound on June 6, 2008 at 10:47 AM
Flippant to whom? Iran is responsible for American deaths. We owe them nothing as far as courtesy or respect. Where is the contradiction when it comes to realizing that Iran must be stopped, and negotiations have failed over thirty years?
Hening on June 6, 2008 at 10:48 AM
“Mr. Invisiblestrawman” is correct, but it is the Democrats who keep setting Mr. Strawman up to beat on him- implying that he is John McCain.
If McCain comes along and beats him up to, it goes along way to saying that McCain isn’t that person.
As for “Bomb Bomb Iran”. I’d suggest that if McCain gets challenged on it he respond with something like:
“Five years being in a prisoner of war camp tends to give you a taste for black humor.”
or
“War is so terrible, that if you don’t find a way to laugh at it you’d cry.”
The second is probably better. Less snark.
Sackett on June 6, 2008 at 10:49 AM
Thank you, that was very well said.
wise_man on June 6, 2008 at 10:49 AM
Safe is the right word.
How about the blatant appeal to the left? Leftists who are against the war aren’t going to buy it – their minds have been made up for six years.
Centrists are his audience with this? Isn’t he already the centrist candidate? Appealing to the “moderates” and “independents”?
In all honesty, the majority of the American public who will vote in November had their minds made up years ago about the war – pro or con.
I just don’t buy this whole “appealing to those outside the base” BS. Obama is doing the same thing (most recently with his Jerusalem flip-flop) and we’re calling him to task for it.
This ad isn’t an Epic Fail, but it isn’t really effective either. Seems like a waste of money.
Those of use on the right though are still waiting for an ad to fire us up about voting FOR this guy.
Waiting…
Waiting…
catmman on June 6, 2008 at 10:54 AM
The Republicans need to spend some time on explaining and deconstructing BDS. That irrational mindset and subsequent behavior is what McCain is fighting. Not the unhappiness with the war itself.
Connie on June 6, 2008 at 10:57 AM
The more I think about it the more I like:
“War is so terrible, that if you don’t find a way to laugh at it you’d cry.”
Because the group most likely to be turned off by the “Bomb Bomb Iran” is going be women. Most of them when they hear that are going to think “Jerk!”
However, if you put it in the context of: “War is so terrible, that if you don’t find a way to laugh at it you’d cry.”
Suddenly McCain morphs from “Jerk” to “Jerk with a Heart of Gold”. And strangely enough, when “Perfect Man” and “Jerk with a Heart of Gold” meet, usually the JwHoG wins…
Sackett on June 6, 2008 at 10:59 AM
Great point. The democrats have no integrity therefore they change their collective argument to fit the status quo. Just like with Florida in 2000, they were screaming every vote should count! Hypocrites.
carbon_footprint on June 6, 2008 at 11:00 AM
Who are these people who no matter what he says McCain is wrong?????
Etc.
I mean please tell me the perfect candidate in history and I will sell you a bridge in Tokyo….
This is getting silly…..
tottoritodd on June 6, 2008 at 11:03 AM
Meh, I don’t like violins. And like Dave said, the writing seems off. I guess its ok, but it could have been done better.
Complete7 on June 6, 2008 at 11:04 AM
Great ad.
FINALLY. Short, concise, stays on topic.
Get a dozen of these style of ads on 12 different themes…and you’re rolling.
Lockstein13 on June 6, 2008 at 11:08 AM
I want to know why the writing is off, or the fact you don’t like the add?
Is it because you also do not like war, but unlike those who understand, you don’t want the war to go on?
Or is it the fact you just don’t like McCain in general?
Just curious there Dave.
upinak on June 6, 2008 at 11:09 AM
Good ad.
But is every McCain-related story going to have a “he’s not paying enough attention to me” whiner in it from now until the election? It’s gotten real old real quick.
29Victor on June 6, 2008 at 11:09 AM
Probably. Do you expect any less?
upinak on June 6, 2008 at 11:11 AM
Sowell ~
“They [the enemy] have already telegraphed their intention to dictate to us with such things as Osama bin Laden’s threats to target those places in America that did not vote the way he prescribed in the 2004 elections.“
Connie on June 6, 2008 at 11:11 AM
Real message: McCAIN = PROTECTOR.
Excellent. More like this. Added bonus: It’s actually true.
Gilda on June 6, 2008 at 11:16 AM
That Thomas Sowell piece should be required reading, Clockwork Orange-style if necessary. This part sums it all up:
Nosferightu on June 6, 2008 at 11:17 AM
I didn’t see that at all when I watched the ad.
wise_man on June 6, 2008 at 11:18 AM
maybe I am wrong, but maybe he is talking about the commentors?
But I could be wrong…
upinak on June 6, 2008 at 11:20 AM
wise_man on June 6, 2008 at 11:18 AM
upinak was right. Sorry, I could have been more clear.
And yes upinak, I’d hope that I could expect more.
29Victor on June 6, 2008 at 11:22 AM
McCain’s campaign has a lot to learn from the Great RR. They should all spend a weekend in a room and watch the speechs RR did from his early days till he left the White House.
el Vaquero on June 6, 2008 at 11:23 AM
That’s a bit harsh. Obama wants to say McCain is Bush’s third term and an important part of saying that is to say “McCain is just as irresponsible and warmongering as Bush.” That’s why you see all this “don’t you want to talk to Iran, McCain?” nonsense out of the Obama camp.
McCain is responding by saying that he’s a tough guy, but more importantly, he’s responsible and not a warmonger. That 30 second spot is pretty effective at doing just that. I also add that this is the first McCain ad that directly mentions his POW service that I didn’t think was tacky.
Outlander on June 6, 2008 at 11:30 AM
There is a huge pile of voters who are in the “college educated” group that Republicans never get credit for, even though plenty of them vote Republican.
He has to reach out to them after all the publicity painting President Bush and Republicans as stupid, warmongers, blah blah blah. I know many people in New York/New Jersey etc that want to vote for McCain but could use commercials like this to remind them that we’re not how we’ve been painted by Soros, et al.
Vincenzo on June 6, 2008 at 11:36 AM
Effective ad. Short and to the point.
I have a friend who is a blind-faith Democrat who is today experiencing Hillary withdrawals. She refers to the Republican party as the party of war which makes no logical sense based on history (and it does no good to point that out to her). She like many have been set on auto-pilot where her politics are concerned. Now she’s ready bail on the DNC and she’s one of those who this ad is aimed at. This is just the beginning of reassuring them that just because McCain follows a family tradition of military service it does not mean he pursues war as a career choice but rather he understands the sacrifice.
Texas Gal on June 6, 2008 at 11:37 AM
National security is a joke when the borders are wide open.
Juan has a long way to go to assure us that the safety and sovereignty of the Republic will be on the top of his list.
Christine on June 6, 2008 at 11:42 AM
OK, so ’safe’ is his operative word. But that only applies to WAR.
He doesn’t care that we are not ’safe’ because the FEDERAL GOVERNMENT has turned a blind eye SINCE HE WAS IN OFFICE to the open southern border.
Safe, indeed.
ThackerAgency on June 6, 2008 at 11:45 AM
jinx Christine.
ThackerAgency on June 6, 2008 at 11:49 AM
Good ad. he should stick to the 30-second spots. They’re punchier and much more effective.
irishspy on June 6, 2008 at 11:51 AM
Wow. I suddenly feel better about voting for McCain. Ooop, wait a . . . . .no. . . .it’s gone.
Vaporman87 on June 6, 2008 at 11:59 AM
Short, sharp and succinct.
(They forgot to mention Obama’s military service though. Didn’t his uncle liberate Europe?)
profitsbeard on June 6, 2008 at 12:08 PM
Is it wise to make an ad with a black background and half of your face shadowed?
Grafted on June 6, 2008 at 12:09 PM
I actually thought the ad was good. Gets his message out quickly and sticks to the point. WAY more effective than a long-winded diatribe that most people will turn off. Many short ads like this will be good for him.
And no, McCain isn’t our perfect candidate, but there isn’t anyone out there who is perfect. Let’s support the guy – there is no way in h*** that I want my grandsons to have to salute B. Hussein O. as their CIC. That cannot happen!
arizona on June 6, 2008 at 12:14 PM
What’s the Spanish word for safe? I need to learn that if he’s elected.
fossten on June 6, 2008 at 12:15 PM
I like the ad – it is just fine. Maverick for President. I can see McCain as our Commander In Chief – Obama cannot fill those shoes.
txstar on June 6, 2008 at 12:24 PM
The not so subtle subtext: “I’m John “third way” McCain. I’m not like those other war mongering Republicans.”
I suspect we’ll get a lot more of this on a whole host of issues. Template:
“You can think of me as Republican light or a blue dog Democrat. What are labels anyway? Just terms used to divide this great country.”
moxie_neanderthal on June 6, 2008 at 12:31 PM
Not buying it. He’s on the defensive. The majority of the ad is trying to make up for “I’m sorry to tell you… there’s gonna be other wars,” his “bomb, bomb Iran” ditty, and his advocacy of military solutions in the Middle East. Warmongering doesn’t mean you “like” war. It means you advocate for it. While it’s nice to know that McCain doesn’t derive pleasure from war, it would make me feel better if he could explain how he’s going to avoid war.
Mark Jaquith on June 6, 2008 at 12:36 PM
First, thank you for your service. What branch of the military are you in?
Second, I agree… I can see McCain as President. That would probably be his best angle. “McCain – he was born to be president” Stay away from the fear mongering and the military angle. Obama has this whole silly “Hope” thing going for him, but people are buying it, and McCain needs some sort of similar appeal to pride and patriotism. Throw together a bunch of clips of him talking about the American spirit, freedom, independence, achievement. Is “I hate war” really the best he can do?
Mark Jaquith on June 6, 2008 at 12:41 PM
When do the real debates begin? We suffered through months of 10-candidate 30-second embarrassments, now it’s time to see the two contenders go at it. Obama’s charisma is great when uncontested. I think McCain has had enough time to prep for debates and quash any potential “forget about the issues, look how charismatic I am” comments BO might try.
cannonball on June 6, 2008 at 12:47 PM
I second you Mark Jaquith. I can too see McCain as our President as well as Commander In Chief. They both go hand in hand. I have never been in the military, but wished I had when I was younger. I like your suggestions – throw a bunch of clips together regarding American spirit, etc. Not only does he need to go beyond “I hate war”, but also include American patriotism of families that support our hard working soldiers as well as a “I will end this war” campaign.
txstar on June 6, 2008 at 12:55 PM
No, but those twits are already in the toilet for any socialist whack job that comes out of the Democratic nominating process. The more important question is will it persuade those in the middle.
NotCoach on June 6, 2008 at 1:09 PM
Yep–this is aimed right at the middle. And I’ll give McCain a lot of credit for foregoing the more effective line–mentioning that he has sons on active duty. But he said he wasn’t going to mention that during the campaign, and he’s stuck to it.
DRPrice on June 6, 2008 at 1:16 PM
Just for clarification:
If I or anyone else has a problem with McCain, we just need to shut up and color? Your best answer is “e’s the best we got, deal with it?” Suck it up?
I’m sorry, I thought we were dealing with Reublicans/Conservatives here. If I wanted to grin and bear it, I’d be a damn Democrat/Liberal! I don’t think there are too many on our side who would let Democrats get away with that type of thinking right?
If I/Others point out legitimate complaints with the guy, we’re just whining?
If Obambi were going to be a keynote speaker at a Hamas or Hezbo conference wouldn’t those of us on the right **it a pickle?! But McCain speaking before La Raza, openingly advocating for the group is OK with you? (Just an example…)
How the hell is it whining if we are trying to get our candidate to throw us a frickin bone here as it were on issues he is NOT conservative or barely Republican on?
Those folks out there who are ardent McCain supporters, have fun with that. If I am not, pointing out weaknesses is not whining – these are legitimate issues to a lot of people.
And frankly when pandering to moderates, independents and others on the left when you should be shoring up the base is stupid at worst, misguided at best.
See? Candor, intelligence and goodwill as the good Dr. likes to say…
catmman on June 6, 2008 at 1:17 PM
Another bad ad in a series of bad ads.
Please stop showing black and white photos of yourself. What person under 35 has seen B&W? Makes him seem old.
“When I was 5 years old”. I immediately thought of the Civil war.
“Only a fool wants war”. Obama’s not talking about wanting war. What the heck is he talking about?
Someone better get old man McCain headed in the right direction or we are going to get blown out in November.
faraway on June 6, 2008 at 1:19 PM
Stupid Republicans! More war-hero rhetoric and threats of attacks from “killers & thugs–GWB” won’t win any elections in the near future. But, that’s all McShame really has isn’t it? He can’t say he’s a conservative because he’s not. He can’t say he has any new ideas about running the economy because he’s not sure what an economy is at this point. Dream ticket or not, Obama is going to coast to a victory over this fossil.
DanKenton on June 6, 2008 at 1:41 PM
Needs to work on his delivery. The inflection in his voice when he makes statements is nearly always the same..
The words themselves seemed good enough to me, but.. yes.. delivery..
Reaps on June 6, 2008 at 1:44 PM
Safe? With open borders? Tell us how Juan McCain.
bill30097 on June 6, 2008 at 1:47 PM
Hey idots faraway & DanKenton: Juan McCain will never convince me to vote for him but FOOLS (aka useful idiots) and Marxists like you and B. Hussein “Neville Chamberlain” Obama certainly could.
bill30097 on June 6, 2008 at 1:50 PM
Out in force now!
upinak on June 6, 2008 at 1:51 PM
We need McCain? For stuff like this I guess:
“The Senate debate focused on bitter disagreement over the expected economic costs of putting a price on carbon dioxide, the leading greenhouse gas that comes from burning fossil fuels. Opponents said it would lead to higher energy costs.
The 48-36 vote fell short of a majority, but Democrats produced letters from six senators—including both presidential candidates Barack Obama and John McCain—saying they would have voted for the measure had they been there.”
Yep…
We’re screwed ‘08
catmman on June 6, 2008 at 2:13 PM
Hey Billy, are you for real? You critcize us about dissing McShame after cutting on him yourself. Are you on prescription medication? Does mommy know you’re playing on her computer? I never said I was an Obama fan you doofus. Stop playing both sides of the fence and take off mommy’s high heels while you’re at it….or are those yours?
DanKenton on June 6, 2008 at 2:35 PM
Man, it is pretty depressing to see people who claim to be actually interested in this campaign be so clueless as to the intent of this ad.
This is what is called an “inoculation” ad. The idea is that you figure out what kind of attack your opponent is likely to throw at you over the course of the campaign, and before he can even start the attack you “inoculate” yourself from it with an ad that defuses the line of attack and spins it back against the opponent.
In this case, McCain is inoculating himself from the charge that as a “career warrior” he loves war. It’s sort of the opposite of the “chickenhawk” attack that liberals have been using against Bush and Cheney for 8 years. It’s the only way liberals can attack an actual war hero – and it’s already been tested by Jay Rockefeller, Tom Harkin, and others, as Captain Ed has chronicled right here in the past few weeks.
This ad is meant to inoculate McCain, and it may have a bonus benefit as we see how the Obama camp reacts – or overreacts – to it. The effectiveness of the ad will be seen only if it does in fact preempt the “war-lover” attack from Obama. It isn’t intended to be judged as “effective” by you and me.
rockmom on June 6, 2008 at 2:42 PM
Most are only paying attention so they can potshot McCain and then whine and cry when Obama sends them to the reeducation camps.
Squid Shark on June 6, 2008 at 3:25 PM
Also, he has a Marine son that has served in Iraq and son at the Naval Academy.
Chakra Hammer on June 6, 2008 at 3:27 PM
There is no perferct candidate but He needs to beat the Racist-Socialist, un-qualified, Arrogant and Dangerous Punk freshman Senator from that political cesspool in Illinois or you will see some changes that will render the US into a Third World Country.
There is no Hope in the Changes that Obama wants to ram up your backside. McCain has some flaws but the alternative is truly un-acceptable. McCain has a record. All We currently know about Obama is his unsavory collection of Crooks, Racists, Terror Bomber Associates and his America Hating Spouse.
The choice in November is obvious for me. It is an imperfect world. One Obama term as President will make it a more Dangerous World.
old trooper on June 6, 2008 at 3:31 PM
I noticed on the Front Page that this story is right alongside the story/picture of the seventy-something man in Hartford, CT who was run down and left to lie in the street.
Is that some sort of metaphor?
Kalifornia Kafir on June 6, 2008 at 4:26 PM
It actually shows him as an adult, and as one who takes intl conflict seriously.
By contrast, Obama looks silly and incapable.
Spartacus on June 6, 2008 at 7:46 PM
To my mind that was the best visual presentation of John McCain that I have seen: graphically dramatic and arresting, and gave him the air of authority.
And authority it what it conveys.
MrLynn on June 6, 2008 at 7:51 PM
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