I have a suggestion for an attack ad that is based on my own "The Incredible Hulk" theory of human psychology (note: only valid in elections against John McCain).
In The Incredible Hulk TV show, Bruce Banner's catch phrase was “Don't make me angry. You wouldn't like me when I'm angry.”
The thing is, it was incredibly easy to make him angry. Some bar patron would poke him with a stick and he'd be like "ARGGGH! HULK SMASH!" And then destroy the entire bar. Or he'd lend a friend a record and it would come back with a scratch and he'd be like “ARGGH! HULK NO LIKE SCRATCH ON ABBA RECORD! HULK SMASK!" And then lay waste to his friend's entire Doobie Brothers collection.
McCain is like this about his honor. From his autobiography:
"As a young man, I would respond aggressively and sometimes irresponsibly to anyone who I perceived to have questioned my sense of honor and self-respect. Those responses often got me in a fair amount of trouble earlier in life."
McCain: A Question of Temperament
But that was as a young man. He has cooled down by now, right? Nope. It was only two weeks ago that he got irritated when a Time reporter asked him to define what honor meant. He didn't question McCain's honor. He just asked for a definition of what honor means to McCain, and McCain got pissed.
I have a strong suspicion that if Obama went after McCain's honor, McCain would lose control and have an Incredible Hulk moment. Which makes for good TV, but it's not something people want to see in a President.
How do you attack McCain's honor? With the truth. As many of you know, the McCain campaign has flat-out lied about Obama's record. Not mere misrepresentations, or half-truths. Actual, deliberate lies. It has been documented in the press and by fact-checking organizations. They have lied many times, and they continue to do so.
Not only does the Obama campaign need to call them out on this, but they can attack McCain's honor at the same time with a tough but true argument.
- Honorable people don't lie.
- McCain has lied repeatedly about Obama's record.
- McCain used to be an honorable man. Then he gave up his honor and principles for a chance to win.
This is the script I would use for the attack ad:
***
FEMALE VO: “ Do honorable people lie? Mr. McCain's ads on taxes are just plain false. Washington Post.” (Aug 31, 2008)
FEMALE VO: “McCain ad wrongly claims Obama plans "painful tax increases" for working families. Factcheck.org.” (Sept 2, 2008)
FEMALE VO: “McCain ad...crosses a new line into dishonesty. ABC News, Jake Tapper.” (August 27, 2008)
FEMALE VO: “And then he tells us that he's a maverick. Mavericks don't vote with President Bush 90% of the time.”
FEMALE VO: “John McCain used to be an honorable man. Then he sold his principles for a chance to win. John, honorable people don't lie. And you've lost your sense of honor.”
***
It's a tough, negative attack. Perhaps too negative for the Obama campaign. (This is one of those times I wished Obama hadn't hamstrung MoveOn.org). But it's completely true. Of course, Obama would have to stop calling McCain an honorable man. Wouldn't you like to hear Obama say something like this?
OBAMA: “In the past, I've called John McCain an honorable man. And I meant it then. But for the past few months, he has been deliberately lying about my record. And honorable people don't lie. John McCain, until you stop lying about my record, until you stop lying about my positions, until you stop lying to the American people, I'm not calling you honorable anymore. Because you're not. You've lost your sense of honor, and it's one of the saddest things I've seen in politics.”
McCain hates Obama. He thinks Obama is a phony who never accomplished anything in his life. If Obama were to lecture McCain on what it means to be honorable, I can almost guarantee you it would drive McCain insane. He would erupt in a rage and over-react. It would create press, put McCain on the defensive, and change the public perception of McCain's campaign.
Each lie after that moment would be amplified because people would be looking for them now. And I think Obama could get away with a tough ad like this because he's not just attacking, he is defending himself. And he has facts and most of the press to back him up.
I don't normally ask for recs, but if you think this would be a good tactic for the Obama campaign, help it get some attention.
Thanks,
Jason