Warning: Graphic content. The Democratic Senatorial Campaign Committee is targeting GOP Senator Conrad Burns and his repeated gaffes with a new ad that opens as follows: "The following contains language by Conrad Burns unsuitable for Montana." It highlights Burns' now-notorious tirade at a group of firefighters, during which he accused them of doing a "piss poor job," and concludes: "Senator Burns has forgotten. But that's not how we treat people in Montana." What interests us about this ad is not just the highlighting of an obvious Burns negative, but how it seeks to coopt two traditional GOP strengths -- the GOP's alleged respect for people in uniform, and its emphasis on values -- and turns them both against him. View the ad here.