McCain ad: “Higher”
posted at 12:35 pm on August 22, 2008 by Ed Morrissey
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The John McCain campaign returns to more traditional comparative advertising today with “Higher”, a focus on economic policies where Barack Obama continues to show strength. The ad starts off with the now-traditional tweak about celebrity, but then quickly shifts to tax policy:
Celebrities don’t have to worry about family budgets, but we sure do. We’re paying more for food and gas, making it harder to save for college, retirement.
Obama’s solution? Higher taxes called “a recipe for economic disaster.” He’s ready to raise your taxes, but not ready to lead.
As much as 30-second ads can stick to policy, this does pretty well. The ad lacks the specifics of earlier spots, but most of those were longer, web-based ads rather than television spots.
However, the idea that Obama’s wealth puts him out of touch is somewhat dangerous territory for McCain. I’d guess that this ad was in the works before McCain’s gaffe on houses earlier this week. In truth, both candidates’ families are millionaires living on pretty posh income streams. I don’t know that the McCains are worrying about family budgets any more or less than the Obamas. Rather than get into that kind of contest, Team McCain should keep hammering on Obama’s tax hikes in more specificity.
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Sometimes it’s tough for me to remember why I don’t love McCain.
D0WNT0WN on August 22, 2008 at 12:29 PM
I don’t see that as a gaffe, Ed. Compared to what Obama says each and every day, it seems, McCain’s comment seemed normal.
carbon_footprint on August 22, 2008 at 12:29 PM
I actually think that this is a pretty good ad – I don’t know that many people really care about John McCain’s wealth or houses, other than the MSM who seem desperate to get some traction for Obama with it.
But people care about taxes and Obama’s gonna raise them big time – you’re right, more ads with specifics would be great.
Priscilla on August 22, 2008 at 12:31 PM
not bad
trailortrash on August 22, 2008 at 12:32 PM
Would anyone prefer to vote for someone who lives paycheck to paycheck? I think we like our Presidents to have been financially successful – so long as the money was earned honestly. I would rather have someone who had the money going into the job than someone like Klinton who made all the money after-the-fact by trading on his Former POTUS status. But that’s just me.
HawaiiLwyr on August 22, 2008 at 12:39 PM
They need to talk about more than just Obama’s plan to raise taxes in these ads — they need to tell people why Obama wants higher taxes: because he wants to redistribute income to achieve his idea of “social justice.” Obama wants to take money away from people who work and invest and earn money, and give it to people who don’t. That’s not most American voters’ idea of “justice” — social or otherwise.
AZCoyote on August 22, 2008 at 12:39 PM
I’m not sure about the “dancing elves and fairies” music I’m hearing in the “I approve this message” portion of the last few ads.
But all in all, the ads are getting much better.
Ludwig on August 22, 2008 at 12:48 PM
The overarching message in all of these anti-Obama ads is “you can’t be a celebrity AND a Man of the People — and it’s pretty clear which one Obama is.” This ad just reinforces it. Obama also has a very good economy ad running and this ad punches a hole in the “Obama plan” which is only vaguely outlined in Obama’s ad.
rockmom on August 22, 2008 at 12:53 PM
“Did you, uh, notice, errr, that, uh, McCain, uh, he doesn’t – McCain doesn’t – what I’m trying to say is, uh, that, erm, McCain, just hold on while I get this out, um, I’m glad to see you’re fired up, ehm, he can’t remember, um, how many houses he, uh, owns!”
– Barack Obama
fossten on August 22, 2008 at 12:54 PM
The McCain campaign needs to use this quote that Geraghty from NRO mentioned.
I’m sure Americans will respond well to having the heck taxed out of them.
Queasy on August 22, 2008 at 1:03 PM
fossten – lol!
sulla on August 22, 2008 at 1:04 PM
This “whos richer than thou” doesn’t help McCain. His arguments should be focused on Obama’s policy. Picking apart what Obama says is the key to winning the battle of words.
Do so, with countering Obama’s policy with sound solutions will make a more logical argument. Obama says McCain will try to use fear to scare voters from him…. raising taxes gives me enough fear along with agita.
Kini on August 22, 2008 at 1:06 PM
Problem is; republicans haven’t had a good argument for lowering taxes and not redistributing. At least the ones in washington don’t. I’m not even sure they really believe in the free market anymore.
Republicans aren’t sick of the welfare state, they are sick of paying for it. Two entirely different things.
Until republicans come up with reasons why taxes should be lower, why the welfare state is a mess, why private businesses work better than government – they can’t make a good argument to people.
And since they probably don’t believe it, they won’t make it.
lorien1973 on August 22, 2008 at 1:14 PM
Something I’m sure John “8 crib” McCain worries about a lot. “We”? The shameless hypocrisy of these pols is beyond redemption.
Grow Fins on August 22, 2008 at 1:17 PM
Nice, I got a good chuckle over that.
Geronimo on August 22, 2008 at 1:22 PM
I especially enjoyed the Mario-esque jingle at the end.
locke on August 22, 2008 at 1:26 PM
Man, they sure are getting some mileage out of that Review-Journal quote. Weak sauce, if you ask me.
Seixon on August 22, 2008 at 1:26 PM
McCain’s camp finally figured out that :30 sec is the attetion span of many “would be” voters……….
Seven Percent Solution on August 22, 2008 at 1:55 PM
“Celebrities don’t have to worry about family budgets, but we sure do. ”
How stupid.
McCain’s tax plan vs Obama’s tax plan has been scrutinized up the as*, and the net net is McCain’s tax plans cost lower income people more than Obama. Therefore, this ad is misleading, and therefore garbage.
As for McCain’smany houses/condos/ranches, nobody gives a shit that he has them, in fact, hooray for him for having those assets in his family. It’s just annoying that he pretends he doesn’t have these assets.
Dave Rywall on August 22, 2008 at 1:58 PM
And I love how they make the Las Vegas part of the Las Vegas Review-Journal almost illegible. REVIEW-JOURNAL- now THAT sounds like a legit hard-nosed journalistic source. Las Vegas Review-Journal? Ahh not so much.
They know full well the Las Vegas Review-Journal is never quoted by anyone for anything.
Next.
Dave Rywall on August 22, 2008 at 2:01 PM
Technically he doesn’t.
Next.
fossten on August 22, 2008 at 2:10 PM
The assets belong to his family. He uses them.
Next.
Dave Rywall on August 22, 2008 at 2:11 PM
I was talking to a lefty at work, and she stated that she would be happy to pay more taxes for programs that “do some good.” I reminded her that she can pay all the taxes she wants. She doesn’t have to accept her refund. She can pay more if she thinks it will do some good. Well, then she qualified her statement to say that she would pay more taxes if she was sure it was going to worthwhile programs.
That seems to be the crux of the lefty view of taxes. They have this idea that their taxes will be funneled into programs of their choosing. In reality it all gets sucked up into admin costs for endless government programs. Nothing is produced, but our wallets are lighter for the effort.
Mallard T. Drake on August 22, 2008 at 2:18 PM
Obama’s tax increases would apply almost exclusively to those making $200,000 or more a year. This ad is another in a long line of misleading at best, dishonest at worst McCain ads. At least this one didn’t blame him for rising gas prices.
crr6 on August 22, 2008 at 2:30 PM
Only if you believe that somehow you can “tax the rich” without them passing those tax increases along to customers (some of whom are “lower income”) in the form of higher prices. Roughly 23% of the nominal price of goods and services purchased in the US are actually federal taxes on the producers and distributors of those goods and services.
But it makes people feel good to make someone else write the check to Uncle.
The Monster on August 22, 2008 at 2:32 PM
There’s no way you could possibly know how many and which properties McCain uses. It’s a known fact that several of them are lived in by Cindy’s relatives.
You’re really stretching here. Do you realize how lame you sound, and in how many different ways?
fossten on August 22, 2008 at 3:00 PM
fossten – I sound like someone calling bullsh*t on a misleading ad. The tax claims are garbage.
As for McCain’s many, many houses, you’re right – there are so many nobody knows which ones he uses and which ones he doesn’t.
Dave Rywall on August 22, 2008 at 3:05 PM
And I’m calling bull***t on your claim that McCain was pretending he didn’t have any houses. He obviously wasn’t sure how to answer the question given its vague nature, and you’re acting like he was hoping nobody would find out. Very lame.
fossten on August 22, 2008 at 3:11 PM
He bumble fumbled through the question and looked like a guy with so much wealth he can’t keep track of it.
And people are trying to portray him as a regular guy when he’s a rich elitist. Obama hasn’t been wealthy long enough to be a rich elitist. He’s just a bit of an intellectual elitist.
But either way, you get to pick between a couple of C+ candidates. Have fun.
Dave Rywall on August 22, 2008 at 3:25 PM
This is true only if you believe that those making less than $200,000 per year use no oil, no food, no transportation, no medicine, no energy, and do not need a job!!!
landlines on August 22, 2008 at 4:20 PM
I agree, LL, there’s much more to it than that. I make less than $200,000 per year, and my taxes will go up about $5000 annually if the Democrats’ tax plan goes though as it’s now written. The plan will hurt self-employed people (like me), and the increase of taxes on inheritance and capital gains will hurt just about everyone – either directly or indirectly. If BO gets elected, we can expect the markets to experience a dreadful sell-off leading up to the inauguration.
Everyone gets hung up on income tax rates, but what will do the most damage is the rate of social security tax (aka “self-employment tax”), and more importantly, the amount and nature of income that will be subject to it. This is where my already hefty tax burden stands to become significantly heftier.
I am completely sick of poorly informed people and a corrupt media insisting that Obama’s plan will “lower taxes” on almost all people who make less than $200,000. This just isn’t true. The federal income tax rate may go down a little, but if you are self-employed your SE tax is very likely to go up (especially if you’re an s-corp – oof). If you want to cash in on investments or receive an inheritance, get ready to take a hit too.
Well anyway, the things to watch are social security tax and the expansion of income (even corporate income)that may be subjected to it. The inheritance and capital gains taxes are big ones too that can do some serious damage, I slight dip in federal income tax rate will not compensate for increases in these other taxes.
forest on August 22, 2008 at 4:52 PM
Needs something better than, “Not ready to lead.” The ad’s take a bite out of Obama, just to gum on him in the end.
- The Cat
MirCat on August 22, 2008 at 7:05 PM
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