Late yesterday, after a series of false attack ads from the McCain campaign, the Obama campaign unveiled a pretty good response ad.
In 30 seconds, the spot hits most of the high notes: McCain’s attacks are objectively false, but just as importantly, McCain is “practicing the politics of the past.” He offers the “same old politics” and the “same failed policies.” At that point, the ad pivots to Obama’s policies on the economy and energy policy. (You’ll note, of course, that McCain’s ads rarely actually talk about McCain’s actual ideas.)
And while I think this is a pretty solid response ad, it is, fundamentally, a defensive response. McCain is attacking, and Obama is responding. Jonathan Chait argues today that the equation should be turned around.
If you’ve heard anything at all about John McCain during the last few weeks, what you’ve probably heard is that he’s losing. His advisors hate each other, the media are ignoring him, and he’s getting photographed in golf carts and supermarket cheese aisles while his opponent strikes Kennedyesque poses.
But here’s the weird thing: It’s kind of working for McCain. He’s only trailing by, on average, a few points in the polls…. McCain may be committing lots of blunders, but the blunders aren’t hurting him because the spotlight is on Obama. McCain is getting attention for his attacks on Obama, especially his frequent insinuations that Obama lacks patriotism. The attacks are usually based on lies. […]
Obama has barely hit back. His weak-tea replies express “disappointment” with McCain and reject the “same old politics.”
Is there room in the “new” style of politics for going on the attack?
It’s worth remembering that it’s still July. The conventions haven’t started, neither candidate has picked a running mate, and the public is not yet fully engaged in the race. You and I think of this as the heat of the campaign season, but our perspective is skewed by our interest in current events.
I mention this, of course, because while McCain’s general election strategy now appears clear — do and/or say anything to win, no matter what — Obama’s team’s strategy is less obvious. It’s certainly possible Obama is trying to stay above the fray now, and will get more aggressive in the home stretch. Maybe he’ll want his running mate to be the aggressive part of the team. Obama has been a substantive, positive, issue-driven candidate, but that doesn’t mean he won’t go negative at some point.
And if he does decide to take the offensive, Chait offers a helpful roadmap.
To go on the attack, Obama doesn’t need to engage in character assassination and baseless charges, as his opponent has done. All he needs to do is stop letting McCain paint a wildly distorted self-portrait. […]
McCain has de-emphasized or reversed nearly every position that set him apart from Bush, most notably the tax cuts for the rich that are the heart of Bush’s economic program. To prove his partisan bona fides during the primary, he boasted that “I did everything I could to get [Bush] elected and reelected.” And when an interviewer suggested that McCain was different from Bush, the senator replied, “No. No. I — the fact is that I’m different, but the fact is that I have agreed with President Bush far more than I have disagreed. And on the transcendent issues, the most important issues of our day, I’ve been totally in agreement and support of President Bush.” Why haven’t we seen these words in television ads?
Obama’s strategy seems predicated on convincing voters that they really, really like the inexperienced black guy with the foreign-sounding name. Convincing them not to vote for the other guy, the one who embraces the least popular president in modern history, sounds like a better bet to me.
The bigger problem to me is trying to pick which angle to go with. Does Obama attack McCain’s ridiculous economic record? Or McCain getting the war in Iraq completely wrong? Or his constant confusion about world events? Or him running on Bush’s policy agenda? Or his opposition to Social Security? Or his flip-flops? Or his dishonesty problem?