Barack Obama released this ad on Thursday and I've started seeing it crop up on television more frequently:
This is exactly what Obama needs to do right now. The polls clearly indicate the public's desire for change. That the race is still tight indicates that the public isn't yet sold on Obama. And that's okay - think about the state of the campaign and the country.
McCain's campaign picked a really bad time to implode. It's almost October and politically it's really game on now. But on top of that, our country is in the midst of a massive financial crisis. That's when McCain decided with dramatic flair to pull another Palin, "suspending" his campaign and saying he wasn't going to debate. I wondered, which John McCain would show up when he suspended the campaign? Was this a classic maverick John McCain of 2000 move? Or the twisted Frankenstein of McCain 2008? David Letterman pretty much answered that question for the American people and by the end of the week McCain blinked - and hard.
And so last night Barack Obama had his chance - a chance to stand man to man on the stage with McCain. He more than held his own and, as Joe pointed out earlier, in key constituencies Obama won the night. That's huge.
Average voters are starting to pay much closer attention to the race and undecided voters are getting down to making up there minds. Multiple states with early voting are already giving voters a chance to cast their ballots. As people are making up their minds, they know they want change. They might respect McCain, but in a crisis they've seen him flail and flame out. The only alternative is Obama.
I believe in their hearts the American people want to trust things will change with Obama. This isn't the America they know and love anymore, it's something quite different and facing a foreboding future. But they've been burned by politicians so many times, they're loathe to trust them.
It's in this environment that the 1 minute, direct-to-camera ad format works. It's almost "fireside chat"-esque. It's delivered with the tone of a steady hand of confident leadership and it answers the questions of change. There is a clear call for change - now. And a renewed call for made-in-America new jobs and energy independence. Here's the script:
BARACK OBAMA: For eight years we’ve been told that the way to a stronger economy was to give huge tax breaks to corporations and the wealthiest. Cut oversight on Wall Street. And somehow all Americans would benefit.
Well now we know the truth.
Instead of prosperity trickling down, pain has trickled up. We need to change direction. Now.
I’m Barack Obama. Here’s what I’ll do as president: End the Wall Street free for all with commonsense safeguards that put homeowners and struggling families first -- not corporate greed and CEO bonuses. Jumpstart our economy with a middle class tax cut, paid for by closing special interest group loopholes. Get serious about energy independence. A ten-year mission to create millions of good paying jobs by investing in made-in-America energy and infrastructure. You can read my whole plan to rebuild our economy on our website, Barackobama.com.
It’s time to get our economy back on track and put the middle class first again. And that’s why I approve this message.
I love this format, as do the commenters on YouTube. Cynical media and DC types really hate this format (particularly Joe Scarborough at Morning Joe) - but I think they just don't get it. This shouldn't be the only kind of ad he runs, but he needs to run these kinds of ads - a lot.
This is how Obama closes the deal with the American people. The only way he'll get any chance to gain their trust is by looking the American people in the eye and telling them what he wants to do and who he'll be as President. He did that in the debate and he does it here in this ad. I hope the American people get to see more.
