This will be short and sweet. The purpose of John McCain attacking the media 2 month ago for "being too positive towards Obama" was to change the media narrative. It has worked, the net effect is to show balance, the traditional media has run every one of John McCain's attack adds on cable news for free. Everytime McCain creates a new add it is "talked" about on cable news. This has resulted in million of dollars in free advertisements for the McCain campaign. Obama needs to attack this trend hard. His top surrogates need to ask every cable news host they are on WHY they show so much more of John McCain's attack videos on there shows. Ask them why they are subsidizing the McCain campaign.
Once the traditional media begins to show Obama attack adds he needs to make a slight change. Obama's negative adds are designed to show why McCain is wrong. McCain is trying to show why Obama is "unfit for command". McCain is going after Obama's character. Obama needs to go after McCain's character, but he needs to do it in stealth mode.
Have a commercial where a woman can't afford healthcare after her husband left her for a younger woman. Especially one who is a heiress.
John McCain's campaign will take the bait, that's how they opperate. The secret is to use it against them. When John McCain complains about "attacking his family", remind folks he a hypocrite who voted for impeachment for Clinton, voted against his own immigration bill.
When he defends his immigration bill. Remind folks he wrote the bill himself he didn't remeber what he wrote? Then add he ask to get back to a question at a church he was never asked.
By adding two attacks to every statemnet this attack can be strechted out for several weeks.