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McCain Ad: Empty "Hope" Won't Improve Our Lives
John McCain's new TV ad, which will be airing on national cable and in targeted swing states, offers us a one-minute encapsulation of McCain's message: He was shot down, bled for his country, and now offers real change instead of the empty promises offered by Barack Obama.
Here's the ad:
"John McCain doesn't always tell us what we hope to hear. Beautiful words cannot make our lives better," the announcer says. "But a man who has always put his country and her people before self, before politics, can. Don't hope for a better life. Vote for one."
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Comments (85)
That's cute.
July 8, 2008 9:40 AM | Reply | Permalink
I love how McCain thinks the 60s and hippies are so relevant to people anymore. So cute indeed.
July 8, 2008 10:10 AM | Reply | Permalink
Did anyone notice that the hippies (which included a black man, coincidentally) of the 1960's was set to hip-hop? I'm sure the campaign consultants that put this together probably did that by accident. Nothing subliminal going on here. Move along.
As for "beautiful words," I'm not quite sure what McCain's plan for balancing the budget in his first or second term is supposed to be, but it sounds real pretty.
July 9, 2008 10:28 AM | Reply | Permalink
We know John McCain never talks about his time as a POW. He's too honorable to run on that.
July 8, 2008 11:20 AM | Reply | Permalink
That's right! He never discusses his 5+ years as a POW. Nor do any of his surrogates mention his 5+ years as a POW. But did you know he was a POW for 5+ years? Little known 5+ years as POW fact. And in closing, McCain was a POW for 5+ years.
July 8, 2008 7:20 PM | Reply | Permalink
Actually one of the better political ads I've seen in awhile. Did a great job of making John McCain seem more than McBush.
Too bad it's just the same empty rhetoric they accuse Obama of.
I can't wait to see what someone does with this in a parody voiceover.
July 8, 2008 2:14 PM | Reply | Permalink
But beautiful words like "gas tax holiday," "tax cuts Über Alles" and "victory in Iraq!!!11!" are a different story.
July 8, 2008 9:43 AM | Reply | Permalink
But hey, the man's reluctant to talk about his military service.
July 8, 2008 9:46 AM | Reply | Permalink
Shot down with inferior equipment, by an inferior pilot from what Racist Republicans would term an inferior race. I don't want this frigg'n loser running the country.
HOPE for something better, don't vote for something lesser.
July 8, 2008 10:44 AM | Reply | Permalink
I saw this this morning, 'bout made me want to throw up. And I love that he isn't running on the "I was tortured so I deserve this" platform or anything...
McCain has practically turned into the Giuliani of "I was tortured".
July 8, 2008 9:46 AM | Reply | Permalink
A noun.
A verb.
And "POW".
July 8, 2008 7:22 PM | Reply | Permalink
I swear, its like these guys decided to economize and picked up Hillary's slighly used memes at a flea market.
July 8, 2008 9:52 AM | Reply | Permalink
Or, they were planning on using this stuff all along, which is probably true, and clinton just copied them for her use in the primaries. Maybe rove was sending memo's to the clintons' campaign on tactics.
July 8, 2008 10:09 AM | Reply | Permalink
...that would've been slick. Sending test tactics to Hillary to see what works best for later on. Hopefully they were that smart...somehow I doubt it though.
July 8, 2008 10:30 AM | Reply | Permalink
I doubt it as well. The thing is it didn't work for clinton so you would think that they would come up with a new game plan at this point. Copying the clintons will just lead to defeat. Obama is basically using the b-movie actor's playbook pitching a better future for america and there is nothing that americans can't accomplish. People don't want to hear that they have no future and that's what the mcbush lines of attack sound like. He needs a message and not just continuous attacks.
July 8, 2008 10:38 AM | Reply | Permalink
Getting old, man. This blame Billary frame is really frigg'n old.
July 8, 2008 10:45 AM | Reply | Permalink
Look at these two states that he's running this ad in:
The fact he's running this ad in Virginia AND Mississippi indicates real vulnerabilities there in the McCain campaign internal polls in these two states.
July 8, 2008 10:08 AM | Reply | Permalink
The implication being that McCain's camp is organized enough to conduct internal polls
July 8, 2008 10:11 AM | Reply | Permalink
Obama's plan to make McCain play defense in all 50 states is starting to work.
July 8, 2008 10:46 AM | Reply | Permalink
That ad was absolutely vomit-inducing. It's become increasingly clear that the theme of McCain campaign is going to be "Vote for me because I'm a War Hero. Please ignore the fact that I sold what little soul I had left to become Bush redux."
It's going to be a long and ugly campaign. McCain has clearly learned the politics of division, lies, and character assassination from the Bushies.
July 8, 2008 10:12 AM | Reply | Permalink
The 2000 John McCain would not vote for the 2008 John McCain.
July 8, 2008 10:16 AM | Reply | Permalink
You know times are tough for McLame if he's reduced to attacking people's hopes and dreams for the future to try to get elected.
"Yes, my friends, let us not hope, let us not care about one another - that won't solve anything."
That's one hell of a message, McLame. LOL
July 8, 2008 10:20 AM | Reply | Permalink
Looks like he's back to "The Audacity of Hopelessness."
One thing's for sure, if you're talking about your opponent's campaign slogan, you know you're losing.
July 8, 2008 2:03 PM | Reply | Permalink
And all this while Obama apparently sleeps.
July 8, 2008 10:21 AM | Reply | Permalink
What is it that you want, Jonze?
I swear our candidates cannot win with us. They are damned if they do and damned if they don't every fucking campaign.
July 8, 2008 10:29 AM | Reply | Permalink
Maybe it's just on TPM, but Obama has seemed to be awfully quiet so far this week. All weekend and into this week McCain and the media has been accusing him of flipping on Iraq and aside from his 2nd press conference last week, I don't recall any direct rebuttals.
July 8, 2008 10:32 AM | Reply | Permalink
Yeah, that's exactly the same cluck the Chicken Littles were clucking last summer when his campaign was focused on organizing the ground game and doing GOTV efforts. None of this was visable to them because the MSM doesn't think its worth reporting (and, to be fair, the campaign does not have even the slightest interest in changing their minds about that; just free intel to the other side with no benefit for the campaign).
The Chicken Littles, especially his big doners, however, wanted big splashy ads and movement in the polls against Hillary's insurmountable lead and they wanted it now, goddammit.
Eventually, he had to have a meeting with them to calm them down. he basically told them, "here's the plan, here's what we're doing and here's our timetable. I can hold your hands for the next four months if you want, but I really have other demands on my time right now."
I can tell you they are very active on the ground here in NC. They re-opened their local office in my town last month and started calling the troops to tell them, began doing house meetings, doing canvassing, all that sutff that won the primaries for him.
July 8, 2008 10:54 AM | Reply | Permalink
Just to echo NC Steve in response to HyperRevue, I am somewhat baffled whenever I read something to the effect that the Obama campaign is quiet of late. Admittedly, I watch only about two hours of television a week (and that on PBS), so I have no idea how often he is or is not running broadcast ads. I can tell you, however, that the campaign calls my wife and I about twice a day trying to get us to help out with this or that activity in St Louis (data entry, voter reg drives at the ballgame, canvassing neighborhoods, etc). My impression (and I know that a number of other democrats with whom I have discussed this point agree) is that this campaign is much more active and better organized than Kerry's campaign was at this point in 2004. In any event, they certainly do not seem quiet or restful to me.
July 8, 2008 11:45 AM | Reply | Permalink
I think (and hope) you're right. I have noticed the same void that folks are mentioning in Obama's messaging and his ability to hit back in one day's time. But I attribute this to what must be a massive transition from the primary to the general. The Obama campaign's real strength(one among many)is at the organizing level, and I'm sure much work is going on there.
Still, I'm worried that Obama's attention to laying the groundwork for the general leaves him open to the "just another politician who will say anything" meme that the right has apparently settled on for their attempts to define Obama.
July 8, 2008 11:52 AM | Reply | Permalink
to reiterate this point: I was in NC (Raleigh) visiting my grandmother, and almost got annoyed by the frequent Obama ads. it seemed like they were on once or twice an hour. I saw no McCain ads, or any indication he's trying to contest the state. which may mean he thinks it's completely in his column...
also, in SW VA (where I live) there were organizing meetings last week and this weekend, and voter registration drives at least five times in the past two weeks. the Roanoke Office is up and running again, and they're expanding into Salem.
so, just cuz the MSM doesn't care about it doesn't mean it isn't happening or isn't important.
July 8, 2008 2:03 PM | Reply | Permalink
You go for it, Johnny. Cuz, ya know, mocking hope worked soooo well for Clinton.
July 8, 2008 10:30 AM | Reply | Permalink
I couldn't agree more you on the fact he is mocking hope and in a "republican" way ridiculing people's beliefs. I guess they are looking to convince the group of voters who feel so far superior to others that they don't need or value hope and a positive outlook in these very troubled times! Screw them!
July 8, 2008 10:34 AM | Reply | Permalink
I can just see the banner: Hope: Bad. McCain: Good.
I'd sure vote for that old guy who says hope is bad.
July 8, 2008 12:51 PM | Reply | Permalink
I'd also like to see: "Don't vote for hope. Vote for McCain."
July 8, 2008 3:48 PM | Reply | Permalink
I'll probably take some flak for this, and that's okay, but my gut reaction was that it's a pretty good ad. The "summer of love" opening was a ridiculous attempt to portray Obama as the representative of those times, but the ad does a pretty good job of portraying McCain as the "maverick" who has defied "presidents, partisans, and popular opinion." Independents and swing voters will eat that up, as well as the "I suffered as a POW" meme.
July 8, 2008 10:32 AM | Reply | Permalink
When you lie, you can make yourself to be anything you want. That's the beauty of the lie. IT'S NOT TRUE.
July 8, 2008 10:49 AM | Reply | Permalink
Where exactly does the ad lie? The ad certainly puts McCain in the best light possible, but I don't see where it actually lies about his military service or his senate record.
July 8, 2008 11:29 AM | Reply | Permalink
jladd: I agree it's strong. Only thing I think it's weak on is overestimating how much people want to hear about how frickin' valiant and admirable his service and life is. For one, he's overestimating himself. And with all those old pics, people are going to be shocked that he's a mere mortal and boring candidate when the $hit hits the fan at the convention and debates.
Secondly, Frank Rich points out that all art projects (movies, music, plays) that deal with this war, are basically shunned by the public. It's just not catching with people that way it might have in 2004. (For the record, I'm saddened that the public shuns understanding this war and its warriors.)
July 8, 2008 12:36 PM | Reply | Permalink
Correction -- Meant to say: "For one, he's overselling/lionizing himself."
July 8, 2008 1:04 PM | Reply | Permalink
When folks look at McCain, and we unfortunately have to, they don't see 'change'. they see 'old', as confirmed by that recent poll. sorry, sir, but you are so last century. you are not the right 'fit' for the country now, we are looking toward the future and you don't embody it. you are the past. and thank you for your service.
July 8, 2008 10:32 AM | Reply | Permalink
"Don't hope for a better life. Vote for one."
That works...
July 8, 2008 10:33 AM | Reply | Permalink
Nah, it's basically another attack. He needs a message that isn't tied into an attack.
July 8, 2008 10:39 AM | Reply | Permalink
John McCain: the anti-hope candidate
July 8, 2008 10:40 AM | Reply | Permalink
John McCain - The Despair Candidate.
His signs say: That's Despair We Can Vote For.
July 8, 2008 1:57 PM | Reply | Permalink
Too bad it is a total rip off of a 70s British campaing slogan.
http://andrewsullivan.theatlantic.com/the_daily_dish/2008/07/dont-hope-for-1.html
It's campaign slogans that you can Xerox! Does McCain know what a Xerox is? Or is he still using the old mimio graph?
July 9, 2008 10:52 AM | Reply | Permalink
This is the new, retooled McCain campaign?
This guy makes me long for Bob Dole!
July 8, 2008 10:38 AM | Reply | Permalink
See? Our economy is not in a recession... it's in shambles!
July 8, 2008 10:40 AM | Reply | Permalink
Time to quote McStain whenever he parrots the Bush policies. That's what was great about the DNC add that uses McStain's own words that sound EXACTLY like Bush's words. Every add should use McStain's own words.
July 8, 2008 10:51 AM | Reply | Permalink
isn't that an Obama line?
July 8, 2008 10:42 AM | Reply | Permalink
Throwing a barb at the "Summer of Love" is always good for rousing the tighty-righty base. They've been fighting the 60s ever since 1970.
"While thousands protested the war, John McCain was dropping bombs on Hanoi."
July 8, 2008 10:44 AM | Reply | Permalink
So, he puts politics before self? I guess that's why when self had a real chance to be the republican nominee, he threw the politics he stood for away and took the Republican hard line...
All Aboard the Flip-Flop Express!!
Did I mention he's voted with President Bush 95% in 2007 and 100% in 2008?
July 8, 2008 10:44 AM | Reply | Permalink
And I think that's a great way for the Obama campaign to combat this self-aggrandizing by McCain. Chris Cizila said last night on Countdown that the John McCain of 2000 wouldn't vote for the John McCain of 2008. How great an ad would that make? List the policy positions of McCain when he ran against Bush in 2000 and juxtapose those against the policy positions he holds now.
July 8, 2008 11:21 AM | Reply | Permalink
Grampy McSame has sent out the word that he will not brook any comparison with Bush:
http://www.youtube.com/watch?v=6lyaMrS0hzk
"My friends, that's not change we can believe in...hee-hee-hee-hee."
July 8, 2008 10:44 AM | Reply | Permalink
I disagree with SFCWallace. The announcer emphasized the first sentence when he spoke the tag line, and deemphasized "vote for one." By emphasizing "don't hope for a better life" the ad simply doesn't work. In fact it fails utterly.
In fairness it might not be possible to say that poorly written line any better.
This ad will get about a day's play and will be withdrawn. A simple waste of McCain's money.
July 8, 2008 10:44 AM | Reply | Permalink
One other thing, I think people will tire of his vietnam pictures. We get it, we get it. The issue is what is his vision for the future and what does he plan on doing. He is just flailing all over the place. Also, the announcer sounded like he was announcing a funeral procession. He's trying to sound like the "serious" candidate and play on people's fears. I don't believe it will fly this time.
July 8, 2008 10:54 AM | Reply | Permalink
Nice ad. What is Obama's response: silence. What else can he do? He can't credibly counter McCain on military experience and patriotism because he never served, hasn't a clue about it and, anyway, his patriotism is very suspect. He's confused and his supporters are confused by his lies and flip-flops on Iraq, FISA, and more. Where is the real Obama? Well, then again, he might show compassion with the 60's protesters by reliving his drugged out days as he relates in his book. Hey, maybe that's the problem, he's suffering flashbacks? Maybe it is time to play a few choice clips from Obama's own audiobook in his own words...
July 8, 2008 10:55 AM | Reply | Permalink
you really made me think about things, mr. weaver.
July 8, 2008 11:00 AM | Reply | Permalink
Not really. Obama has acknowledged McCain's honorable service, as rightly he should. Obama does not need to "counter" the claim that McCain has served his country; the claim is indisputable. He simply needs to point out that such service is not really a particularly good qualification for the chief executive's office, a point which he (and others) have been making quiet effectively.
July 8, 2008 11:53 AM | Reply | Permalink
I agree up until this statement:
He simply needs to point out that such service is not really a particularly good qualification for the chief executive's office, a point which he (and others) have been making quiet effectively.
He doesn't need to go there. It is what it is and its not worth going into what exactly he did in the service over 30 years ago. It's a non-issue and mcbush doesn't use his service as a claim of "experience." He uses his service to wrap himself in the flag. Go after the 30 years after nam. Stipulate he served his country and was a war hero, like obama does, and then go after everything since. Mcbush would like nothing better than to get into an argument over his service. It's a waste of time and totally counter-productive.
July 8, 2008 11:58 AM | Reply | Permalink
This is one of the better McCain ads I've seen (which isn't saying much).
I'm less critical about the "Don't hope for a better life. Vote for one." I'm more critical of the beginning: there is simply no reason or excuse to alienate all hippies from your cause.
McCain could have sold himself as a hero without taking down an entire voting block. The fact he didn't makes it clear: the Republicans have learned nothing from the failure of divisive politics.
If the choice is about Unity vs Cultural War, who do you think will win?
July 8, 2008 10:57 AM | Reply | Permalink
I think we heard recently that McCain did not love this country until he served in Vietnam and cam back. Wasn't that the entire distinction that Dan Abrahms made on his show in relation to Mrs Obama's comments about being proud! This ad is misleading it says during a time of change and hope and love John McCain was expressing a different love, one of his country! But he satted he did ot really gorw to love this country until he left it, so he did not serve because of his love but his service brought him love later! Obviously this is just a minor quibble but again with the MSM nuanced reporting of Obama's "refining" regarding Iraq I wish we would see the same scrutiny on this issue!
On top of that how can they say McCain is reluctant to talk about his war experience when he brings it up every time the MSM is around. The only thing he does not talk about are the specifics, just the basics, I served as a pilot during Vietnam, I was shot down, I was tortured, I hate war and I returned a better man. Then he gets to come home and say that he is agianst war while voting for it, he gets to say he is against torture while not voting against it, he is against Bush's policies before the surge in Iraq even though he supported them with his vote, he is for a military response along with Liebermann against Iran even though he hates war. Well this just about sums it up in the MSM realm of things. Johnny McCain gets to have his cake and eat it too once again!
July 8, 2008 11:00 AM | Reply | Permalink
The candidate, who is so loathe to talk about his heroic service to our great country, was obviously not consulted for this ad, which does nothing but remind us of something he'd rather we forget.
July 8, 2008 11:12 AM | Reply | Permalink
Older and younger Americans probably won't find anything remarkable about the line,
But middle-aged feminists--many of whom were staunch Hillary supporters--may just bristle. As a 47-year-old woman, I have a knee-jerk negative reaction whenever feminine pronouns are assigned to gender-neutral objects. It's a subtle thing, admittedly, but that little twinge of sexism may not play very well with the disgruntled Hillary supporters McCain's camp hopes to lure to their side.July 8, 2008 11:23 AM | Reply | Permalink
Ok, can you help us out on this one? Why bristle? Just curious.
July 8, 2008 11:27 AM | Reply | Permalink
Because he refers to "his country and her people," i.e. the nation is feminized. A less sexist, more accurate version would be "his country and its people."
Like I said, it's subtle, but for middle-aged women who fought hard to have storms, ships, planes, etc. referred to as "it" rather than "she," it's a distinction that matters.
July 8, 2008 11:54 AM | Reply | Permalink
Really? I am not trying to be sarcastic or anything either. I always thought the issue was that the male pronoun was used all the time, except in certain situations, and that it was more pc to mix it up, like storms are now called male and female names. Also, countries have historically been referred to as male or female, depending on the country. Like mother russia for instance.
July 8, 2008 12:02 PM | Reply | Permalink
Yes, the mixing of male and female names for storms was a direct result of feminist objections in the 1970s. Prior to that all storms were given female names. The issue for feminists was that gender-neutral things were historically feminized when they required protection (countries, for example), came under the dominion of men (e.g. ships), or had negative, destructive traits (i.e. storms). By feminizing objects psychological gender associations are created, many tied to stereotypical traits which women were then struggling to overcome (weakness, subordination, hysteria, etc.). You may object that there's nothing wrong with the maternal image (Mother Russia, Mother India,"her people," etc.), but it falls under the same rubric of assigning gender where none applies.
Like I said, it's probably an issue only women of a certain age will react to-- but those are the same women who formed Hillary's base and who cried "sexism" loud and long with regard to her treatment during the primaries.
July 8, 2008 12:21 PM | Reply | Permalink
I'm not objecting. Just curious.
July 8, 2008 12:25 PM | Reply | Permalink
I think it's kind of a crappy, creepy ad. But I have to admit McSame was kind of hot when he was really young. (Granted, that was a LONG time ago.)
July 8, 2008 11:31 AM | Reply | Permalink
That must be why he was so famous for his Brazilian shore leave escapades. His giggly laugh must have pulled a lot of chicks too.
July 8, 2008 1:01 PM | Reply | Permalink
baristaberry, I too went there once a few months back. It was too creepy and icky! I pushed back and have not gone there again. You can do it too! ;)
July 8, 2008 2:14 PM | Reply | Permalink
I'll try to visualize his pasty jowls and awkward laugh whenever the impulse strikes ;)
July 8, 2008 5:38 PM | Reply | Permalink
“I am a war criminal; I bombed innocent women and children.”
July 8, 2008 11:34 AM | Reply | Permalink
'Don't hope for a better life.'
Perfect.
July 8, 2008 11:39 AM | Reply | Permalink
Self over country. Really?
Like when he voted against establishing a federal holiday for MLK's birthday and voted to strip the commission's funding 10 years later?
Like when he voted against the landmark "motor voter" law?
Like when he voted against the bipartisan civil rights bill in 1990?
Like when he voted against the bipartisan minimum wage increase in 1996?
Like when he co-sponsored a bill to abolish the Department of Energy?
July 8, 2008 11:44 AM | Reply | Permalink
Yeah, more of that please! Defeat the idea that McCain always puts his country before himself with examples from his voting record. I like it.
July 8, 2008 11:57 AM | Reply | Permalink
Librarian with McCain=Bush Sign Charged With Trespassing
McCain Camp Throws a 61 yr old Lady out of his event
Check the video of a 61 yr old lady on public property waiting in line for a McCain event that was open to the public.
She received a ticket for trespassing.
http://thinkprogress.org/2008/07/07/librarian-with-mccainbush-sign-kicked-out-of-public-campaign-event/
http://sensico.wordpress.com/2008/07/07/mccain-camp-throws-a-61-yr-old-lady-out-of-his-event/
July 8, 2008 11:47 AM | Reply | Permalink
Thanks for the link and I hope everyone will send this horrid abuse of the person's rights! God knows, are headinbg towards a completely repressive country!
I wish it was fogu2 being arrested!
July 8, 2008 12:01 PM | Reply | Permalink
I hope he keeps running these POW ads until even the media get sick of it. Heroism is diminished when used for personal gain.
July 8, 2008 11:54 AM | Reply | Permalink
It seems like McCain is trapped in the 60's. The "Summer of Love" images are straight out of Nixon '68.
July 8, 2008 12:49 PM | Reply | Permalink
i feel like he is always trying to guilt us into voting for him. in nearly every ad they talk about how he was tortured
McCain camp throws out 61 yr old women from event
http://sensico.wordpress.com/2008/07/07/mccain-camp-throws-a-61-yr-old-lady-out-of-his-event/
July 8, 2008 1:05 PM | Reply | Permalink
I don't see any of this is guilt-laden, especially in comparison to all of the garbage regarding Obama by him, his supporters, and the MSM that try and paint any critic as racist and to sometimes suggest that a black face, albeit a half-black face, will somehow redeem people and remake our country.
McCain's ads simply point out the obvious, he's a military veteran, a war hero, an experienced legislator, a person ready and able to be president. Obama has nothing to offer in comparison--drug use as a young man instead of military service, a pitiful and trumpted up legislative record, and arrogance based on sense of entitlement and play on gullible people who think that he's their new messiah.
There is still time for Clinton...
July 8, 2008 1:17 PM | Reply | Permalink
I get two things.
1) In August of the Summer of Love, when hippies ran rampant, John McCain turned 31. Barack Obama turned 6.
2) John McCain is opposed to hope.
So, if the goal was to demonstrate than McCain is old and irrelevant and is against hope and for bleak realism, then I found it to be a very effective ad.
July 8, 2008 1:19 PM | Reply | Permalink
McCain is not a "war hero." He was groomed from infancy to follow in the footsteps of his admiral father and grandfather and was raised to be a soldier who looks at the world from a soldier's perspective.
He was a terrible midshipman at the academy, and got shot down during a bombing raid on Vietnamese peasants. You can't blame them for being a little rough with him--he was trying to kill them in their own country. That doesn't make him a hero. He was not serving any noble cause.
And, while I have some respect for those who serve, coerced or otherwise, on a mistaken belief that they are engaging in service to America, the bottom line is that his beliefs about Vietnam were and are grossly mistaken and our conduct there, as in Iraq, was shameful. Anyone who has actually studied history knows that the "domino theory" was and is a load of crap. We were never fighting the Chinese, even though we were close to their border. We were fighting Vietnamese peasants who were trying to take control of their own country and determine their own destiny. Our goal was to preserve the colonial structure in a post-colonial world. Nothing altruistic whatsoever about our involvement there.
McCain had a reputation throughout his life as being a bully and an asshole. Until these recent ads, I don't recall seeing him laugh, although he always semi-smirked alot. His laugh and smile are disingenuous and kinda scary.
July 8, 2008 6:37 PM | Reply | Permalink
Barack Obama ought to answer this ad with this
July 8, 2008 9:52 PM | Reply | Permalink