After the ceasefire, Barack Obama and John McCain resume hostilities
Updated on 02 October 2008
While John McCain shows no let up in his use of guerrilla techniques, says James von Leyden, Barack Obama has found a new confidence.
In the end the ceasefire lasted less than 72 hours.
After announcing that he was suspending campaigning so that he could go to Capitol Hill to help with the bailout package, John McCain resumed hostilities on Friday.
Since then there have been seven new TV ads and a blitz of radio commercials 'putting the record straight' on topics like Joe Biden's opposition to coal plants in America.
If the polls suggest that McCain is suffering from his handling of the economic crisis his commercials show no sign of it. They remain resolutely on the offensive, continuing with McCain's strategy of guerrilla advertising.
There are five favourite tactics:
- The Snippet. Barack Obama's courteous, balanced style of argument is tailor-made for mischievous editing. Before McCain had even walked off the stage at the presidential debate last Friday his team had put together McCain is Right.
The ad splices together snippets of three separate replies from Obama which start by saying that John McCain "is absolutely right". What we don't hear, of course, is the rest of Obama's answer.
'McCain is Right'
- The Stretch. Politicians have always been economical with the truth. McCain's Straight Talk Express stretches it to breaking point. Rein, released two days ago, champions the senator as an advocate of regulation. Accompanied by highly selective quotes from the media (snippets again), the ad declares that "John McCain fought to rein in Fannie and Freddie.
But Democrats blocked the reforms. Loans soared. Then the bubble burst. And taxpayers are on the hook for billions." Cue images of a distressed senior citizen and Wall Street traders. Implication: the Democrats (and Barack Obama) were responsible for the laissez-faire approach that got us all into this mess.
'Rein'
- The Scare. Previous scaremongering efforts include the now-notorious claim that Obama was in favour of sex education in kindergartens. Obama the tax bogeyman is now used to strike fear into American voters.
Better Off uses Sarah Palin - the first time she has been deployed to front an ad since her nomination. Accompanied by suitably chilling music Palin warns that Obama is out to raise income taxes, payroll taxes and investment income taxes: "a massive tax burden to the American economy".
'Better off'
- The Smear. A slew of McCain ads have depicted Obama as sexist or unpatriotic. Chicago Machine, released on 21 September, brands him as part of "the corrupt Chicago political machine" - despite there not being a shred of evidence in support.
- The Sneer. The last - and most powerful - McCain weapon has been sidelined by the economic crisis. Unmatched in its ability to reduce debate to trivia, the McCain Sneer is still circulating in various forms on the internet. The One has already notched up almost one and a half million viewings on YouTube.
'The one'
For weeks Democrats have been urging Obama to respond with a few guerrilla ads of his own.
Obama has largely resisted, believing his unifying, presidential style will strike more of a chord with voters. At least he is honing his message.
A two-minute slot released on Monday is devoted to an attack on trickle-down economics. It includes snippet-proof reassurance for middle class voters: "If you make less than $250,000 a year, (under my plan) you won't see your taxes raised one penny... senior citizens under $50k won't pay income tax at all."
'Spending spree'
Another of this week's ads shows Obama is finally resorting to a bit of scare-mongering himself. Spending Spree asserts that "McCain's tax plan means another three trillion in debt. His plan to privatise social security - another trillion. Tax credits sent to insurance companies, yet another trillion. So as we borrow from China to fund his spending spree, ask yourself: can we afford John McCain?"
Like McCain's own tax bombshells Spending Spree relies on dubious cost estimates, in this case from various left of centre groups.
Then, yesterday, the Obama team released Color by numbers.
'Color by numbers'
Color by numbers is a step-change in the Obama campaign. It shows a new confidence. It's fresh, light-hearted. There's no voice-over. To hillbilly-style guitar music we see sections of a drawing being coloured in by a crayon. Under the numbered sections of the drawing we see statistics about the "Bush-McCain tax plan". The camera pulls back to reveal a cartoon of John McCain embracing George W. Bush and the message "we can't afford more of the same".
Instead of the predictable endorsement by Barack Obama the ad ends with a URL www.johnmccainrecord.com. Go to this website - funded by Obama - and you find a menu of topics which list "3 alarming facts about John McCain that every voter should know".
Obama is getting smart. Yes, he's stretching the truth. Yes, he's jeopardising his "above politics" persona.
But at least he's landing punches.
James von Leyden is a copywriter and brand strategist.
