As anyone who is paying any attention at all can clearly see, McCain is running one of the, if not the, most dishonest, sleaziest campaigns in recent history. It is non stop lying. It is becoming quite ridiculous and its about time he is called on it. But how to do you frame it to get the most out of it.
Proper framing is important in an election. Calling McCain a liar is good but I think it can go deeper and get at why McCain's lying about everything is a big deal. And that is you can't trust a liar. So if you can't trust McCain to be honest, what can you trust him with?
I think this could be a winning frame. Frame McCain as an untrustworthy liar. Someone that will say and do anything to get elected. The Planned parenthood ad did this. And I think Obama's campaign should be doing the same thing.
Put out a series of ads that call McCain a liar, then ask the question at the end:
If we can't trust him to tell the truth what can we trust him with?
One suggestion would be an ad that goes through all the problems facing people:
Rising gas and food prices
foreclosures
shipping jobs overseas
Rising health insurance costs
rising unemployment
Theres lots of serious issues facing people today but John McCain doesn't think this election is about the problems people are facing (show quote of his adviser saying this election is not about the issues). He can't even be trusted to tell the truth (show a montage of quotes about McCain lying).
Then finish with:
If we can't trust him to tell the truth what can we trust him with?
I think this could be a winning frame and there are lots of ideas that can be plugged it.