I like it.

More and more I am impressed with the sober, mature nature of this man. Go Obama.

Good ad. Obama is trying to stick to issues and substance. let's see if he can hold that line.

I hope it works and they put real money to put it in heavy rotation, because it needs to sink into people's minds.

The Obama campaign hasn't been effective with it's ads so I hope this one works by standing out.

I think it's terrific. Makes an emotional connection to the economic plight that most of us are experiencing, and makes a substantial case for what he'd try to do to fix it. Serious, sober, as you say.

I think the longer-format ad works, frankly. By the time most people look up to see an ad, it's ending. The length and tone of this draws people in, just in time for the strong close.

What "outworn ideas of the left"? ISTM that New Deal Democratic policies work just fine except where Republicans foul them up.

Other than that, good ad.

"Outworn ideas of left and right"? Jesus. Just when I thought he was finally learning, Obama is back to running as a High Broderite. Please shoot me now.

Remember Perot's infomercials? Everyone mocked them, and he pulls 15% of the vote. There is an under appreciated willingness to listen to a quasi lecture, if it is engaging enough. A patient, but not slow discussion is one of the base ways to punch though the sound bite BS storm that has been circulating.

It speaks very well to mature, logic-minded adults. Which means most Americans will tune it out.

He needs to start using humor as a tactic. Use McCain's own words against him. It's a simple fact of human nature that no one wants to identify with the guy who's getting laughed at.

Hire Jon Stewart's video crew.

None of us are privy to the focus-group testing of this or any of the other ads...but I'm sure they wouldn't be running an ad of this length (which translates into a pretty expensive media buy) if they didn't first focus-group test it and get a positive response.

It's not at all flashy, but it presents Obama as sober and substantive. I don't know if audiences are seriously prepared to sit through a two-minute commercial -- people tend to have short attention spans -- but Obama wants to be the responsible grown-up in the race, and this is part of the broader pitch.

It's a race between theoretical and practical.

Theoretically, it's exactly the kind of message Americans need to hear. There's no doubt the spot capitalizes on Obamas' strengths - command of knowledge, speaking ability, direct but thoughtful.

Practically, most viewers are going to mute, flip or simply ignore. It's too long to see one talking head, even as that head has a compelling message.

But like trying to warn your teenager about the hazards of talking or texting on a cell phone while driving, it's a simple matter for the target audience to simply tune it out.

It's the media managers' call, but I think paring it down to a 60-second spot could accomplish the same objective, allow more buys for the same price, and reduce the likelihood of "tune-outs."

He;s way too intelligent for the masses of low information voters who are afraid of intelligence. They like Palins and Bushes. They don't like to think. They fell they are not doing well but would rather have a dope telling them everything will be ok than someone telling them they are in deep poo.

It's what America has turned into. We have become stupid. Karl Rove and Co. knows this better than anyone. American's like being stupid or they wouldn't be supporting someone who will guarantee the same morass for at least the next four years. That this election is even this close illustrates my point.

I like the ad but I am already in the choir. Those who need to listen to it are deaf.

I have no idea whether this will work politically, but this is the type of campaign I had hoped would be waged this year.

Can John McCain speak coherently about the economy for 2 straight minutes, without mentioning the words "greed," "workers" or "fix"?

Who cares what "worn out ideas" of the left he was referring to. He needs independendants & moderate R's. This ad targets them, not us.

The message is out there and the choices are obvious. The campaign has been clear and direct. If people choose to stick their heads in the sand and make this about "moral values" and other meaningless cultural/wedge B.S., then we get what we deserve (basically more of the same crap that got us in this mess).

That said, I read a story last week that some 53% of those surveyed think Obama will raise their taxes. If this is actually true, then about 48% of those surveyed are idiots -- 'nuff said...

Overall, I was really impressed. Not only is he sober, but you can still see in his eyes a sense of idealism and excitement about doing this. That's good, because Obama is clearly most himself when he's thinking or talking inspiration.

I didn't like the outworn ideas of the right or left either, but I'll give him the benefit of the doubt - I'd guess he's trying to keep from alienating people who hear an attack on one side and not the other and immediately tune out because they don't want to hear another yelling match between lefties and righties. It may sound like Broderism, but I think (hope) the point is much different.

Yes! It didn't even seem like two minutes. I think people will pay attention.

Who cares what "worn out ideas" of the left he was referring to. He needs independendants & moderate R's. This ad targets them, not us.

Amen to that. Unbunch your underwear, people. We're not the target audience.

nationalization of industries was a 'worn out idea of the left' but that seems to be back in fashion.

You hope in vain. That's 2 minutes of content-free Broderite hot air. It will do nothing to hinder McCain's ongoing effort to walk away with Obama's "change" message.

Obama gave an incredible acceptance speech at the Democratic convention, but any momentum from it was wiped out the next day by Hurricane Sarah. This is his opportunity to give that speech again.

Good ad, although I would have liked 5 seconds tying the economy to what could have happened if Social Security had been privitized, and McCain to privatization.

I like it, too. The ad immediately gets at any "what's all this change about?" It also hits all of his long-term messages--middle-class relief, change, and nonpartisanship. It does well to throw Iraq into the mix. Grumblers will pivot and say 120 seconds is beyond human attention spans but their "no plan" complaint looks weak in the face of this.

Meanwhile McCain is throwing out twenty ideas at once from a do-nothing commission to jailing CEOs.

Obama has the initiative. Can he keep it up?

I love it.

My only problem is that he refers to "worn out ideas of the left and the right" because, first...our ideas are great (not worn out) and second...he leaves himself open to attack for promoting old ideas from the left despite the language in the ad.

I like the ad a lot. It's pure Obama, and is substantive at a moment when that's what people should be looking for.

Btw, I wouldn't bet that this ad has been focused grouped. The ads in this election have been very hastily put together so as to respond to the conversation de jour. Obama obviously filmed this one in a hotel room, which indicates how pressed for time they were when they put this together. I suspect they are flying on a hunch here.

The talking heads always said Clinton's SOTU speeches were too long and boring as well, but the polls said otherwise.
He still needs to run the negative ads on McCain, but this really demonstrates his grasp of the issues. Run this with a new one about McCain's giant flip-flop on regulation. Keep hitting them relentlessly, control the news cycle every day until November. McCain and his whole campaign(hello Fiorina) are a giant gaffe-machine, it shouldn't be hard to control the narrative.

Smart gamble. Remember, Ross Perot got 20% of the vote, largely because he was talking seriously about macro-economic issues. And Clinton's SOTUs were widely panned until insiders realized that his numbers went up in the second half, because people LIKED the boring policy stuff. They CARED about things beyond the sideshow.

There's a significant percentage of voters who don't just say they're sick of the sideshow--they really ARE sick of the sideshow. There is a big chunk of Americans who don't take this stuff frivolously, and who prefer to be treated like adults.

They are paying attention right now, because they know how close we're coming to the edge this week.

Obama was way out in front on the mortgage crisis, he was warning of a coming crisis when these rates reset. He was introducing legislation to deal with the subprime market WAY before it was fashionable to worry about it. McCain was saying as late as March 2008 that we didn't need any action. Even now, he doesn't promise to do anything, he just rails against wall street greed.

Obama deserves credit for being right when it wasn't fashionable to be so. He was serious.

nationalization of industries was a 'worn out idea of the left' but that seems to be back in fashion.

You mean the Bush bailouts?

What's with the middle class? What about the working class? (A genuine question)

You want some worn out ideas from the left. I got two words for you: Steny Hoyer

Look....unless they are already aware of it via sources like blogs, average voters aren't going to know when this ad starts that it runs 2 minutes. Is there some reptilian switch in our brain in this day and age which automatically times us out once 30 seconds goes by.

This is aimed at swing voters who are open to hearing arguments.....It doesn't shout, it speaks directly to the issues and hopefully enough of those who see it and are open to change say to themselves....Wow a candidate who is talking about real issues.....

Because other than really really vague platitudes (Sarah and I are ready to go to Washington and lead a fight for reform), this is about as much substance as we've seen since this sorry debacle of a campaign started.

How the heck do you watch that and describe it as "content-free"? Are people attacking the ad doing so before even watching it?

I like it. Obama comes off as concerned and serious, because he genuinely is.

By the way, joining in bashing the Iraqis for not "rebuilding their own country" after we pulverised it is morally disgusting even if it's good electoral politics.

This ad is good, but lacks a single, simple overarching theme to unite his various proposals under an easily-understood and remembered idea. That was the key to Reagan's political success -- all of his policies were informed by his "Government is the problem" meme, which struck a chord in the 80s. If Obama is to be the Democrat's Reagan, he needs something equally as simple and powerful to describe his underlying governing philosophy..."We're all in this together," something like that.

Personally, I think a much more partisan message would work better, something along the lines of Harry Truman's "If you want to live like a Republican, vote for the Democrat." But Obama has, for whatever reason, rejected partisanship.

I hope he's right, but am afraid Obama is overestimating the electorate's sophistication.

This is a disaster. Sorry to piss on everyone's parade, but it's really just way too late for Obama to keep up the "everyone's at fault, I'm a post-partisan, above-the-fray savior" schtick.

Have you noticed that McPalin are running against the Republicans? I saw an ad recently that touted how they both "battled Republicans." They used that phrase twice. And nowhere did the ad mention that McPalin are Republicans.

Yet Obama can't bring himself to blame Republicans for the mess we're in. It's always "folks in Washington" or just "Washington." Oh, and yes, "failed ideas of the left and right."

Look, Americans loathe Republicans. Even the Republicans are running against the Republicans! This is such an easy, and accurate, move: Blame the Republicans for the economic mess we're in. Tie the word "Republican" to your opponent to remind voters that McPalin are Republicans.

How the heck do you watch that and describe it as "content-free"?

Who the hell knows whether this sticks, but I'm proud to back a candidate like Obama who makes ads like this, even if he appears to be another Adlai Stevenson.

The polling is pretty discouraging. But Obama is probably running as low a campaign as he is comfortable with. Unfortunately, it's probably too sophisticated for the average voter.

A slim majority seem intent on electing an old coot for president with a doorknob serving as VP. I don't know if there is any way of stopping them. And given the mess they'll be handed, maybe it would better to lose this one.

Another one they need to produce, although maybe not right away but soon, is an ad that really draws attention to McCain's health care plan--he would tax employer-provided health insurance, his tax credit isn't enough, and it still allows insurance companies to exclude you for whatever reason.
Oh, and his health care advisor actually thinks emergency rooms should count as health care for the uninsured. I don't believe most voters know the truth about this.

It's right on every level. Consider....

1) It puts the candidate back out front, instead of his media machinery.

2) It presents the candidate as a sober, rational, thinking man.

3) It allows the candidate to reference the commercial in the coming weeks -- both as an overt statement of policy, and in comparison with his opponent, who seems tangled in mutually-exclusive platitudes.

4) It probably forces the press to take note, if only in passing, that the commercial was made. They'll probably talk about how much money it cost, rather than any of the content, but because the media is generally dumber than Cindy McCain, that's the best we can hope for.

5) Voters who see the ad won't forget the tone or that the emphasis was on them. That's a big deal, particulary pre-debate. If Obama stays 'on message' (as we like to stay), he can replace McCain's 'experience' argument with his own 'credibility' argument.

This commercial is exactly right, at exactly the right time. I also think it's likely that the Wall St. implosion will follow us to Election Day, with more problems rearing their ugly heads. Leading on economic issues is traditionally a Democratic strength, and in the current campaign context I expect it to be even more so.

Thanks, pdp. At least SOMEBODY gets it.

Ordinarily this would be about eight to twelve times too long for the AAAS (Average American Attention Span), but everybody's worried about their money right now and looking for some direction.

This will be most effectively paired with Biden spending extended time on the stump and teevee over the next few days pantsing McInsane on his ridiculous "economic reformer" gambit.

Remember the "Freedom Fries" - I wrote a letter to my local conservative rag sarcastically stating that "I'm so happy now that the grown-ups are in charge".
This is a real grown-up ad! I like it. Everyone and I mean everyone needs to repeat John McCain represents 4 more years of George Bush.

I thought it was very good, but a bit long, so I tried something to see what the normal uniformed American would think.

I had two people I work with come in my office and watch the add and then intended to ask what they thought.

Person A - A thirty somthing woman, married with a couple of kids. Loves People magazine and that kind of stuff, she's a clerk.

Person B - A guy in his forties, again married with kids. Works in Marketing and is a sports nut. Has ESPN Sports Center on in his office all day.

In any event, they both watched for about 30 seconds and then started babbling about Tony Romo and Jessica Simpson and how he believed she was ruining his career. They never saw the rest of the add because they walked out of my office arguing....

If that's any indicator, I hope they don't spend too much money on airing the add.

Let's not overlook the importance of what is happening here: the economy is being discussed. It is front and center.

We're not talking about celebrities or lipstick. We're talking about an issue that matters. McCain is trying to talk about it, but he's not going to get any traction, because his ideas are rubbish.

That's a BIG win for Obama. Let's hope it keeps up over the next few weeks.

Well, I like the ad but agree that I am not the one that is being targeted by it - I'm already on the bus. I understand that Sen. Obama is trying to cut through through the partisan crap so while I would prefer that he would say things like "republican-run Washington" I understand why he doesn't. I, too, would also like him to tie the republican idea of privatizing Soc. Sec. to the current economic meltdown, but I think that one might be better in a 30-second ad. I do wish he hadn't said $1000. According to his plan, I think, most people would get better than a $1K tax cut. He also might have thrown in the bit about seniors making less than $50K would pay no taxes and that only those making $250K+ would see an increase in taxes.

Overall, I think it is good and will now go donate some money to the campaign to help with the cost of the ad.

joining in bashing the Iraqis for not "rebuilding their own country" after we pulverised it is morally disgusting

Maybe. Of course, the ad doesn't bash the Iraqis. It only says that we should focus our resources at home. He isn't demanding their $80 billion surplus, as some have. He's just saying, $10 billion a month would have gone a long way to solving the day-to-day issues that plague America, like a crumbling infrastructure or underfunded schools.

I don't know if audiences are seriously prepared to sit through a two-minute commercial

Anyone who can't sit through a two minute commercial is going to be equally uninerested in waiting 20 minutes to vote.

The commercial will reach the people it needs to.

This is an "A."

People will see it if they buy enough media for it. It gives voters important "face time" with the man that they are considering voting for. Finally, it makes McCain look like the clown that he is.

I'm back to thinking decisive victory.

I liked it, but it shouldn't have been necessary. It's good because it does exactly what the media should be doing, but isn't. It states a precis version of his economic policy. It's a clear challenge to McCain to do the same, and it stands out because it is so different. He doesn't sit there and attack McCain, and I think that will help. Listening to the candidates is a study in contrasts. Obama talks about what he wants to do and how it will help. McCain blathers on about nonsense like how Obama went to a fundraiser in California, but balks when asked about issues or his plans.

That's why this is good. It shows that Obama is campaigning on the basis of good government, while McCain is campaigning on the basis of clever politics.

Should mention health care. HEALTH CARE.

This is Obama's wheelhouse.
In September, this is the stuff thoughtful voters want and the last minute seat of your pants voter will forget by October. The timing is right for this. I wouldn't run it past the 2nd week of next month though.

One last request.
This intelligent scholar should NOT insert "C'mon!" into his speeches. It sounds whiny and plebeian. It will be used against him. I think he may be doing it to sound like a man of the people. I hate it.

Well crap... maybe it's a good idea that'll help him win then. America votes for idiots. Can he camouflage himself as "one of us" so Joe Six Pack doesn't think he's too much of an egghead?

Maybe the focus group found that "C'mon!" works.

Ick. It wouldn't surprise me. If it hasn't been tested, drop it. It tarnishes the erudition.

Great speech. Well delivered. Hope it works.

Why is this a gamble?

Spare me this Adelai Stevenson nonsense. He's been travelling through the rust belt states and speaking effectively to working voters since the convention. And he's been consistently reminding everyone that it's Republican economic policies that caused this disaster. McCain is desperately trying to run from his own economic record and Obama isn't letting him get away with it.
The enthusiasm that Obama generates is second to none right now--McPalin have to lie about their crowd sizes to make it seem equal, and none of the pundits are considering the enthusiasm, new voters and grass roots campaign that Obama has.
If you only listen to cable talking head morons, you're not getting good information at all.
They want a horse race with simple slogans and trivial issues because they're literally too stupid to deal with anything more.
But there are a lot of voters who want more and don't want to hear partisan sniping--this ad is for them.

Why is this a gamble?

Because two-minute ads burn a LOT of money. Which is why they're normally reserved fr election eve.

He's going to spend a lot of money to, at best, hit a bloop single, when only a home run would justify the cost.

One last thing--I do agree that Obama should start making more joint appearances with Biden in MI, OH, PA, WI, MN, MO, IN--any midwest or rust belt states. Biden is a great speaker and is great on these issues, but hasn't been getting enough attention on his own. And he helps Obama in those regions.

Loved it so much I put it up on my blog for free. Guess I'm over the no-tickets-to-the-speech thing.

Like the "no ordinary time" bit -- it evokes FDR.

Obama's bet is that the high-profile financial disasters have sobered people up enough to sit still for 2 minutes and listen to him, and he uses part of those 2 minutes to take a shot at McCain/Palin's silly season tactics. Good for him.

And I don't think that neglecting to blame the GOP is necessarily a fault, at least not in this ad. The ad's intended to strike a serious tone and maybe even reach out to Republicans who are feeling squeezed in this shrinking economy. A lot of talk about "failed Republican policies" would turn those people off.

I haven't seen it, but it sounds like it speaks directly to those people I've been encountering during my 2 months of canvassing and phone calling who have absorbed McCain lies regarding the economy and Obama's plans, and won't get this info any other way than through ads on T.V.

Posted by: Steve LaBonne

thanks for all the concern, troll.

i think you err is perceiving it as only a two minute TV ad. More and more, TV ads are prepared for multiple uses.

The two minute ad is perfect for presenting an overview of his policy on this subject suitable for distribution via the internet, as your blog proves.

It is also an effective way to communicate directly with the press andhelp form the narrative.

Later, it can also be edited down into 30 second and 15 second TV and radio commercials.

Takes a lot of money to run these. Give 'til it hurts. And then give a little more.

thanks for all the concern, troll

Fuck you, you brain-dead asshole. I'm a lifelong Democrat who voted for Obama in my state's primary and desperately wants him to win in November.

In a time of unease and uncertainty, It's Obama's fireside chat. And when it comes to money, people are inclined to act like grown-ups.
I think it might work.

Fighting Beltway BS and neocon lies with honest truth will work. America hungers for truth and MSM can't deliver. I like it and approve this message.

Jill Biden (on another clip) is wonderful (see her speak in Michigan at Youtube). She's a real human being and I'd be worried if Mrs. Palin was 1/4 as nice. She clearly is not, so don't worry.

Because two-minute ads burn a LOT of money. Which is why they're normally reserved fr election eve.

He's going to spend a lot of money to, at best, hit a bloop single, when only a home run would justify the cost.

He's got a lot of money to burn. And I'm not sure what kind of campaign expenditure could be considered a home run.

Reading fellow posters, I think the ad graded out about "A".

What is there NOT to like about this? It speaks directly to the Indies..... where elections are won and lost the last 20 years. It speaks to possible closet racists... in PA, and where I live, in Ohio. They are out there, which accounts for the election being so close. Finally, it takes a half a dozen points and wraps it up into a consisent and cohesive ad. He's for YOU, he has a plan, and it's better that what THEY have.

I have been so impressed by this campaign. Smart, deliberative, not reacting to every pundit's selection, not speed dialing like Gore/Kerry trying out some new 'strategy' in the middle of the campaign. These guys beat the Clintons by following a strategy of delegate hunting, irregardless of the 'Polls'. While the punditry was wringing their hands, they quietly build an insurmountable lead. Now their strategy is becoming clearer. Chuck Todd opened my eyes the other day.... they are bringing new routes to 270 to the table by making New Mexico, Col, Nevada, Virginia into play through HUGE voter reservations drives. This ad seems to speak to those Indies that are essential to winning this election. My top foreman is one of them. If there was ever a bellweather guy it's David. He loved Clinton, voted Bush twice, was leaning toward Obama, but after the Republican convention was back to leaning McCain (by virtue of Palin), but he told me "Mike, I am waiting till after the debates to make the final call".

This ad speaks to HIM. I look forward to the debates where I expect Obama to wipe the floor. I wonder if there is a 'mercy' rule?

It's a smart ad. After all the wingnuttery that's been going on in the election, a dose of competence is a breath of fresh air. There are some pretty serious problems going on and the next person to deal with them in the White House had better know their sh*t. Obama comes across as that person.

Obama is an orator. He's at his best giving longer speeches, where cadence, tone, and substance all come together. This is the ad version of that, with touches of Joe Biden's kitchen-table talk and FDR's fireside chat thrown in. I think the length of the ad also emphasizes the seriousness of Obama's approach as opposed to McPalin's. When times are tough, you don't just see the President on the news: you see him address the people directly (exceptions like Bush after Katrina prove the rule). And that's the point: this guy is thoughtful, smart, and serious, and he has a plan to do something about your economic problems.

As far as content is concerned, only a few points really matter: that he wants to cut taxes on the middle class, that he'll hold Wall Street accountable, and that he wants to stop wasting money in Iraq and invest it in putting people back to work in the U.S. I think the ad gets those points across.

I'd much rather he spent it on a saturation buy of 30 second ads telling the middle class how they'd get royally screwed by McCain's proposal to tax their health benefits. How many swing voters even know about this? when I tell undecided acquaintances about it, they're stunned.

He needs to keep McCain on the defensive. All day, every day. Hammering home the health care issue would insure that McCain gets nothing but laughs when he tries to lie the middle class into thinking Obama would raise their taxes.

Great ad.

Pundits and blog commenters underestimate the amount of attention people are willing to pay to stuff like this. Remember, 40 million people tuned in to watch McCain's convention speech and just about as many tuned in to watch Obama's.

People are genuinely worried about the economy and seeing Obama on screen, calmly leveling with the American people and explaining what he's going to do is a great idea--really cuts through the BS attack ads.

He didn't go after "Republican ideas" in this one because he's trying to reach Republicans and steal a little bit of McCain's phony post partisan thunder.

I'm scared too, but please, everyone, stop panicking. McCain's convention bounce has tapered off at this point. Palin's favorability numbers have eroded to the point where Biden actually polls a little better. The election is a dead heat. Half the polls show Obama ahead by a couple of points, half show McCain ahead by a couple of points. We're neck-and-neck in Colorado, but moving up. If we win Colorado, we win. It's as simple as that. The debates will tell the tale, and when 5'7", 72-year-old McCain takes the stage with 6'1" 44-year-old Obama there's no way he comes out on top.

Like it very much. I'd quibble with a couple of points ("left and right") but that's not a bad approach trying to win independents. The two-minute length did not seem too long at all. He does come across as a highly reasonable and thoughtful candidate. I think they call that presidential.

What I'd like to see is something with a graph or two. It would be effective to refute the "drill baby drill" crowd with a neat graph showing exactly how much the new off-shore drilling would impact the nation's energy needs after another decade. Which is virtually zippo. That would be an education to many people. Another graph on the relative effects of the Obama vs. McCain tax proposals, showing how many people will benefit under the former, and how few under the latter. There are healthcare policy differences that could benefit from the same treatment.

I'd much rather he spent it on a saturation buy of 30 second ads telling the middle class how they'd get royally screwed by McCain's proposal to tax their health benefits. How many swing voters even know about this? when I tell undecided acquaintances about it, they're stunned.

I love that idea. Send that one straight to the campaign.

I like this ad a lot. However, I wish the campaign would also make a short spot tying Phil Gramm to McCain and the current economic crisis and using clips from Obama's DNC speech citing Phil Gramm's "Americans are whiners" beef.

It might even get people to watch Obama's speech again. It was pretty good, after all.

It breaks through the sound-bite barrier and it speaks directly to people. Those 30 second spots are so redundant.I think this is pretty inventive.

this is good. would be better if supplemented by 'if mccain is lying now as a candidate, would he be trustworthy as a President'?

I don't disagree that the ad may be a bit longer than folks are used to.

But I really think it'll work. It's just so different than what we normally see.

Granted,those who have already decided on McCain will tune it out, but folks who are on the fence will probably notice it's just Obama sitting there, which is much different than the usual campaign ad.

They'll notice he's talking to them like adults -- as much as negative ads work on certain levels, almost everyone says they wish ads would stick to issues rather than attacks. He's doing that. And well.

And they'll notice he's actually offering something substantive and, better yet, what most people say they want. It speaks to them (even though this focus all the time on "middle class" at the ignoring of the working class seems a bit odd ... wish they'd work on that) one-on-one, maturely, with real solutions.

So while the Broderism does irk me a tad, I really have no problems with him taking that route -- people just want things fixed, and many are starting to realize it'll take everyone, left and right, to do so.

Although we know most on the right will continue to be raging assfaces, it can't hurt for Obama to keep trying.

The debates will tell the tale, and when 5'7", 72-year-old McCain takes the stage with 6'1" 44-year-old Obama there's no way he comes out on top.

Kennedy/Nixon all over again, baby! Obviously, I think Obama also wins on substance and tone. Does anybody know why he declined the town hall meetings? Was it just because his media presence was so much stronger than McCain's, and he didn't want to let McCain piggyback?

This is the type of advertising needed to counter McCain's "fears and lies" republican-style of T.V. spots. I bet you a penny he'll rip-off the concept within 2 weeks with his own version. He's proven very uncreative so far, trying to package Obama as "more of the same" in recent ads. But that's a favorite republican trick, accuse the other party of your own behavior.

It's hopeless. pdp nailed it. What's so discouraging about this ad is not the complete waste of time, money and opportunity involved - it's the clueslessness with which he signals the same head-in-the-sand approach that worked so well for Dukakis and Kerry.

I think I have to donate again!

This Ad is right on!Appropriate, well versed, articulate. Americans truly concerned about the state of our economy WILL listen, because leadership is what is needed with a clear cut plan of action. Obama/Biden team provides the leadership. The mediocre media should pay attention to it and provide the proper attention that is do to this sobering situation.

I think Obama still feels that in order to govern effectively how he wins will be just as important as that he wins. If he does, it will be a big blow to the "policy as politics" culture that blossomed under Bush & Rove.

I just hope he's right.

McCain is doing a good job of copying Obama's short slogans to neutralize them; a war of soundbites isn't the best thing for Obama to engage in, as it won't effectively highlight the real differences. Its too easy for the opposition to fuzz the differences there if it wants to, and that seems to be all the McCain campaign wants to do. But Obama has, I think, a real advantage in the longer-format message if it gets through, and I think -- if he can buy enough spots at this length -- it will.

And I think the "outworn ideas of the left and the right" is a smart statement; I don't think much of what Obama's plan proposes is outside of the range of what the left has, in fact, supported over the years, but its outside of the stereotype of the left that the right, with the help of the media, has popularized and which many independents and disaffected voters buy into, and this ad aims at them.

yes, barack, speak directly to the people!!!! more like this!!!

I like it a lot.

But of course, in 1980 after watching Jimmy Carter and Ronald Reagan debate on TV, I said "Well, that was the end of Reagan's political career."

As an Obama supporter, I love it, and it DOES represent him beautifully: as a thoughtful, capable, strong, leader. It probably energizes his supporters.
Undecideds will probably not sit thru it, but perhaps his "adult-ness" will register compared to the childishness of his elderly opponent.

Good ad--doesn't feel like two minutes.

My only gripe: What about healthcare? He barely mentions it. No mention that McCain wants to tax healthcare benefits. Are they holding back on this to use in a few weeks? Or don't they think we care about healthcare?

I think he is really missing out if he doesn't press on this issue.

Cow Hampshire,

What do you mean head-in-the-sand? I'd love to see a little more counterpunching, too, but there's nothing head-in-the-sand about going on TV to tell voters you want to cut their taxes and invest our wasted Iraq dollars here at home.

I think it makes the comparison between the kinds of ads each campaign is running even more stark, and that's a good thing. I think people will listen to what he's saying in this ad and I think they'll be impressed.

The over-arching theme of this ad is -

Different

The sub-texts are -

Adult, in touch, idea-driven, and reaching out to all who will join in difficult times.

Steve Labonne - look at the comment by mkrrpc @ 10:28. I hear where you are coming from, but this ad is different. It's changing the tone & getting away from negative. Democrats don't do negative nearly as well as Republicans. I'm not saying that negative will go away, just that this seems to be reaching out. Obama is inviting the independants & sane Republicans to a team that can win.

BuzzMon- I will only say that I hope very much that you're right, because this is clearly how Obama likes to campaign. In which case I'd like to see the 527s take over the essential attack-dog role.

Dantheman on September 17, 2008 at 9:37 AM:
"Good ad, although I would have liked 5 seconds tying the economy to what could have happened if Social Security had been privitized, and McCain to privatization."

I second that, perhaps in a biting 30 second ad during "Wheel of fortune"

This ad is for the people that continue to say they don't anything about him or he doesn't say anything of any susbtance even though the information has easily accessible for a year.

This ad says,"This is what I want to do and here is where you can find the details of my plans." I think this is how we get a better idea of how many people won't vote for him because he's black.

I like the ad but I am already in the choir. Those who need to listen to it are deaf.

Posted by: Stevio

I like it too and I'm also in the choir. Let's hope more people show up to choir practice this year.

For God's sake, do you think I am going to listen to Obama reading a teleprompter for two minutes solid?
This is getting Ridiculous.

Obama has the stink of a loser.

This is perfect. I hope they run it often and for the next several weeks until the election.

I have been concerned about the quality of ads they have been developing. Digby wondered last week why they have to be so weak considering the number of creative professionals that support Obama. In light of the particularly effective "Maverick" ad that McCain has, I hoped they would develop a similar "feel good" ad like the Baracky video which I thought was brilliant. Such ads shouldn't take the place of substantive ads like this, but there is some value to showing the excitement and difference of this campaign.

I wish he had said 'McCain has spent vast sums of money in the campaign on petty attacks' etc., rather than 'this campaign has been consumed by petty attacks'. The latter obviously concedes that Obama campaign has also been engaged in petty attacks.

I don't know why Dems are so timid about stating things clearly and to the point. Don't they teach this in high school to avoid passive voice unless absolutely necessary?

Years ago Reagan did the same thing just before the election. He got my vote. I think this is great!

It's a good ad, no question about it. He should do more of these, maybe emphasize a single topic in each, like health insurance, energy etc.

I don't think two minutes is too long. It's within the official American attention span, which has been defined as the length of actual game coverage between commercials during pro football telecasts.

Mr Toad,

I really hope you're right, but - as SecularAnimist inidicates - we've seen this high-minded approach get ripped to shreds and over again. In a two minute ad Obama failed to say the one thing that an undecided voter is going to hear and remember: "How do you like the Bush/McCain economy so far?."

Great ad...goes to show why I support him 100 percent.

The length of the ad isn't a problem.

Didn't Gore win an Oscar and the Nobel for what's essentially a PowerPoint presentation on global warming?

I liked the add. As a matter of fact I liked it more because it could be exactly what the undecideds need to hear - substance. This type of add I belive is perfectly timed. Obama is once again starting to move up in the polls and it will be another week or so before the full effect from the Economic crisis set's in and we start seeing it reflected in the polls. And just-to-add, Palin's popularity is starting to fade and Mccain is now on the defensive. I think it's just what we needed.

"If this election is about John McCain, then McCain loses.

If the election is about Barack Obama, then Obama loses."

[Comment by a veteran R campaigner, quoted several months ago in a Novak column.]

Seen in that light, this ad is probably the wrong strategy. But it is honourable, and respects the intelligence of the viewer, so it is the right thing to do, win or lose.

I think it is exactly right.

I really think fewer, longer substantive ads, showing a serious man ready to take on serious problems is perfect.

Those short ads with a couple of bullet points - they don't change minds. They probably only reinforce pre-existent ideas.

Ads like this might chaneg minds. I think they reflect exactly who Obama is - and that's authenticity. Maybe the American people will pay attention.

"If this election is about John McCain, then McCain loses.

If the election is about Barack Obama, then Obama loses."

[Comment by a veteran R campaigner, quoted several months ago in a Novak column.]

Seen in that light, this ad is probably the wrong strategy. But it is honourable, and respects the intelligence of the viewer, so it is the right thing to do, win or lose.

I may be wrong, but I think it is just possible than an ad like this will be more effective than the 30 second ads. By now, the techniques of those ads, in particular the fear mongering style ads McCain uses -- the grainy photos, the scary horror movie style music, the sarcastic know it all voice over oozing faux concern or outrage or whatever -- have been used so much that they are no longer that effective. I think I'd say the same for the ads that are more positive in tone -- start out saying negative things about the opponent, then switch to positive things about the candidate they support, changing the music from scary to upbeat. People are already uneasy about the economy, no need to scare them about that. They do want something positive from politicans. In the last 30 years, I think there have been three national elections where voters have actually been interested in policy: 1980, 1992, and this year. Unlike 2004, people are no longer scared out of their minds by 9/11, they are ready to listen. No, I don't think they'll take away a sound bite from this ad. They will, however, take away a feeling for Obama's realistic concern and understanding about economic issues and the fact that he has policies to address those concerns. If that point gets across, and maybe even starts to break into the "media narratives" everybody is so worried about, it could have a big impact.

I have a lot of admiration for Barack Obama. He comes across like an intelligent, sincere statesman. He comes across Presidential. Great ad!

DA- you're kidding, right? an undecided voter by this point is by definition a low-information moron. You really think they're going to sit through this? See stlousiguy's post at 9:50 am for an actual test of that proposition.

Coming right after a weekend of financial apocalypse (ultimately charged to the taxpayer), I think the timing was perfect.

Anyone with a pulse and two nuerons to rub together should want to listen to this ad in its entirety. Those with any historical perspective should be feeling several knots in their stomach. We do not need another Hoover/Bush/McCain.

I think it's a good contrast to the short, content-less, false ads coming from the McCain camp. Makes Obama look like the serious, grown-up candidate and McCain like the desperate mudslinger.

Cow Hampshire,

I hear you. I'd like a few more stick-in-your-ear sound bites from Obama too. "More of the same" and "the change we need" are fine as general outlines, but they've got to make the Republican economic record stick to McCain and Palin, overcome all this mavericky talk. Of course, it doesn't all have to be done in one ad.

I'd like to hear more of Joe Biden's line, "Don't tell me what your values are. Show me your budget, and I'll tell you what your values are." Follow that up with a punchy sound bite about McCain's plan to tax your health insurance benefits. Then close with, "Those aren't the values we need in the White House. That's why Barack Obama's plan cuts taxes for everyone who makes less than $250,000 a year. After eight years of Republican policies giving more and more to the super-rich, we can't afford more of the same."

OMG! There he goes again, treating the voters as adults, adults who actually think and reason. I hope and pray he's not giving the electorate too much credit. On the other hand, when I refer undecided voters to Obama's 64-page Blueprint for Change, they're almost always very grateful. As anybody who has actually seen an entire Obama speech knows, it is filled with substance and policy. But the news media, as always, only reports on the snappy language and cool quotes.

I think this is great.

There are lots of comments above about how no one (especially someone with such a lack of information they're still undecided) will sit through this. I don't think that's the point. In advertising, the point of "long copy" ads isn't for everyone to read every word, but to be impressed with the beef behind whatever the advertiser is saying.

I think this works the same way. This is a counterweight to the (increasingly effective) negative 30 second ads Obama is running, allowing him to keep his positive, problem-solving credentials intact.

Yeah, he looks articulate and all, but my cousin up in Scranton sent me an email a few weeks ago that says he might be Muslim, so I dunno if I trust him with the economy. Sarah Palin is a babe, though.

The ad is an IQ test for the American public. I doubt we'll pass.

Jeez people, quit complaining! The ad was superb. We don't need to worry about the hard core republican base, there is now way they will change their minds.

This ad is aimed at the undecideds and swing voters, people with more intelligence and a longer attention span than Bubba from Alabama.

Obviously, these people are undecided because they THINK about the issues, and try to get as much information as possible. This ad plays to that specific audience.

Relax folks, we still have the debates too.

Swing Voter - I hear you, but I've seen Sarah's movies on Cineplex. Get her drunk & she'll do anything.
I don't want a slut for Vice President.

Maybe McCain took the role description too literally.

I keep reading these comments that having an ad that's 2 minutes long is going to tax the attention span of regular people. How frickin' elitist is that? Have some faith in people. People watch television for hours at a time, and yet can't bear 2 minutes of a campaign ad?
Likewise, I think complaints that it's too post-partisan, that it isn't angry enough, and that he isn't calling out Republicans only are misplaced. He's giving Republicans and independents permission to vote for him. It's a little bit like what McCain was trying to do in his convention speech. It says, "I'm thoughtful, not scary, I have a lot of ideas, I empathize with any trouble you're going through, and I'm not driven by partisanship." It looks like an intellectual appeal but it doesn't feel like one.

If this was the only ad Obama released this week I'd be disappointed. But it's not, it comes on the heels of two hard hitting attack ads that gave Obama room to add a little honey to his argument.

Totally solid. i hope he dumps the 1982 ad and stick with this and more like this.

This is why he beat Clinton and this is what will win him the White House.

I continue to believe that "it's the economy stupid" is a winning strategy this year (again).

And the timing is ripe - wall street is all but collapsing. Team Obama wants to talk seriously about problems and solutions. Team McCain has some lipstick they'd like to scream about.

I think W prevailed in '04 because people who were most afraid of the terrorists believed he was better prepared to address their concerns. This year, more people may be voting in fear of their economic future. McCain gave a huge gift with continuing to insist that the fundamentals are strong. I don't think anyone but the dead enders (and the very wealthy who don't have Lehman in their portfolio) agree with him.

If Obama can make the choice about putting the grown-ups back in charge, he should win that argument easily.

Excellent ad. Pretty much says what needs to be said within the first forty seconds, and adds more content afterwards for those who stay hooked.

Steve LaBonne: He's going to spend a lot of money to, at best, hit a bloop single, when only a home run would justify the cost.

America: Land of the Home Run. Never mind that the players most known for hitting home runs also had more strikeouts. Palin's speech was a homerun, but all the subsequent strikeouts have burst that bubble.

Now the Japanese play to put people on base and create a steady stream of runs. I'm expecting to see Obama ads appealing to adults who are paying attention, like this ad, and a bunch of quick hits, like the one you mention below.

I'd much rather he spent it on a saturation buy of 30 second ads telling the middle class how they'd get royally screwed by McCain's proposal to tax their health benefits.

Well, good. Maybe you can get the media planning gig for the campaign in 2012, Steve. Try to remember that the election isn't going to turn on a 30-second single-issue attack ad about a little-known part of the McCain economic plan.

...an undecided voter by this point is by definition a low-information moron.

Oh yeah, that attitude definitely plays well with voters.

I hope they "team" the 2 minute ad with a series of 30 second ads taken from the longer one.

I wish he'd referred to his line that the current mess is the "final verdict" on the tax-cut/deregulation approach of Bush and McCain. I realize he's trying to say it's time to find common ground and to abandon the smallness of the campaign to date; but there's no harm in saying what needs to change and to point out the failures of the past eight years. Lots of people in the middle are open to seeing it.

I wish he'd referred to his line that the current mess is the "final verdict" on the tax-cut/deregulation approach of Bush and McCain. I realize he's trying to say it's time to find common ground and to abandon the smallness of the campaign to date; but there's no harm in saying what needs to change and to point out the failures of the past eight years. Lots of people in the middle are open to seeing it.

Have some faith in people.

And yes, I do know quite a few such people; I live and work in hick country. You really want to get their attention? Tell them McCain will tax- and effectively take away- their health benefits from work. THAT they understand, and it shakes them out of their Limbaugh-induced somnolence.

I like it. But I share Steve Benen's uncertainty about its effectiveness. Will people really listen? The (unscientific and therefore untrustworthy) polls say that at least 80% of America want a new direction for the country, but that doesn't mean they're going to sit there and listen to someone who is offering it.

*I* like seeing this kind of message, but I'm feeling pessimistic about how well it will work.

Posted by: Steve LaBonne

thanks for all the concern, troll.
Posted by: whatever on September 17, 2008 at 10:12 AM | PERMALINK

Damn! You beat me to it.

Yes, Steve, the best way to prove you're a "lifelong Democrat" is to disparage real Democrats by calling them brain-dead assholes and telling them to fuck off.

You "voted for Obama in my state's primary."

Well, how big of you! What else have you done to help Obama get elected besides voting, and bitching and whining in Steve's comment section? Because that's all you ever do here. You sound just like a paid Republican troll dispatched by Unka Karl to stir up anxiety amo