Two things:

1) The "celebrity" epithet is very effective. It's odious and baseless, but effective.

2) When, oh, when, are pundits going to start publicly questioning and writing articles calling out McCain for this since he's the one who:

- Was in "Wedding Crashers"

- Was in "24"

- Hosted "Saturday Night Live"

- Has been on the "Daily Show" more than any guest in history?

http://strategy08.wordpress.com

This ad lacks the "edge" of the first one. Looks lame and lifeless. Of course the media will take it, but the impact will be minor. Sequels usually don't do better, with exceptions like "The Dark Knight"...

...and this sir, it's NOT like The Dark Knight.

It's going to backfire, specially after Hilton turn back on McCain "oldness"...

Barack Obama: Right on Tire Gauges!

The "so, fewer jobs" connection is pretty weak. It's clear the campaign thinks all it has to do is mention taxes and the American people will revolt. Obama is doing a good job against this bs but it sure would be nice if Bill could get over his snit and start hitting McCain on the economy.

Does anyone else notice how Obama always looks darker in complexion in these McCain advertisements? Reminds me of OJ on the infamous Time cover years ago.

Seems that the point of the add is that Obama is not really substantial, compared to McCain. Now, they may be going with this theme because it is "working," because it is the only thing that they've got, or because all the Rovians McCain has working for him are not as bright as they are supposed to be. (By now, even the MSM has gotten the idea that Rove is not a genius). The problem that McCain is going to have with this as a campaing long theme is that, everytime Obama and McCain speak in public it is Obama that comes off as much more substantial and with it. While I don't think we should underestimate McCain, and I think he'll do ok at the debates, his ads are, in effect, setting a low bar for Obama. If Obama is really as vapid as McCain says he is, then McCain ought to be able to wipe the floor with him at the debates. When that does not happen, McCain's theme falls apart. In addition, McCain is throwing away his brand as Mr. Maverick by aping Bush campaign techniques, which fits in nicely with Obama's argument that McCain is Bush 2. This is not to say that McCain's tactics won't work -- the two-term Bush disaster shows how things can go ary -- but I think McCain's thugs are second rate wannabes.

Ummm - this is not an effective ad. It makes McCain seem small. And it reminds people that Obama is popular. That's about all it accomplishes. To anyone who already hates Obama, this ad is perfect! In other words: within the McCain bubble, this is a clever ad! But who is this convincing?

We've never seen a candidate for President run ads this childish in the history of our nation. Those of you (up thread) who think a couple of points in a tracking poll means an ad is effective need to retake that political science 101 class.

I don't think this trick works twice. Through humor you sometimes can make a point (true or not) that people will consider. But, the second time around it is not as funny and people start to focus on the ridiculousness of your argument!

I really think the Republicans are using the whole "celeb" idea to weaken/diminish the bump Barack will get from the convention--especially after the acceptance speech.

This line of attack worked beauuuuuutifully when the Democrats tried it on Reagan. It worked in 1966 when Reagan defeated a popular Democratic incumbent governor, in 1970 when he got re-elected and in 1980 when he defeated Carter. Oh, and it also worked against Schwarzenegger. Brilliant team McCain, brilliant.

Where this strategy really pays off, as the above examples demonstrate, is at the debates, when the public is conditioned to see the "celebrity" as a lightweight stuck on a few shallow talking points and the substantive opponent as quick on his feet. Then, the "celebrity" shows that he has every bit as much, if not more, substance, and lo and behold the celebrity loses for not knowing his place.

Again, Bravo, team McCain.

This is classic Rove - turn your opponents strength into their weakness. Of course Obama is doing the same thing with McCain and his "straight talk" and "maverick" selling points.

I just don't understand how this "celebrity" tag is really effective, but maybe I'm just too biased to really consider it as it must be polling well with the McCain focus groups.

I'm not sure if Obama should even bother rebutting the celebrity attack. Because if he responded it would become a MSM talking point however it might be a great line in a debate. You know John will mention Obama as a celebrity in one of his answers, and Obama could seize the opportunity to make the point about how silly this celebrity stuff is, because in reality there is only one candidate who appeared in a major motion picture, and only one candidate on stage who appeared on a hit television show and only one candidate on stage who hosted Saturday Night Live and that it wasn't Barack Obama.

Obama just owned McCain in Indiana after McCain flip-flopped on tire gauges last night. Shame to CNN for cut the speech in the middle of this.

Barack Obama: Right on tire gauges!

In the wake of this "celebrity" dust-up and the chance that it may be working, I wonder if Obama, if he could do it over, would have decided NOT to give his speech at Invesco field. I thought it was a dicey decision at the time because it fed into the less attractive, cultish, messianic side of Obama's appeal. I mean, everyone knows he can draw a huge crowd - you know, like a "celebrity."

Let's see . . . Who is more likely to get a realty TV show back to back with the Family Jewels:

The clean-cut young guy with two young kids and still on his first wife . . .

OR . . .

The bat-shit crazy, Dick Cheney devotee with the undead, bazillionaire retreaded maul for a soulmate?

Yawn. Voters have so moved on from this John McCain foolishness. Only median pundits and the mainstream media is interested in this trivial comical garbage.

So bad, it tempts me to give him money so he can run more of this crud.

Obama needs to counter the "Biggest Celebrity in the World" tag with a "Most Interesting Man in the World" commercial.

"Barack Obama doesn't look like all of the other presidents on our bills, because they all aspire to look like him."

"Barack Obama only shoots three pointers because two pointers are too easy for him... Three pointers are also too easy for him."

"Barack Obama would never enter his wife in a topless beauty pageant... But if he did, she would win it without taking her top off."

It's worth noting that it's standard GOP politics to attack the Democrat based on your own weakness. It's McCain that is the substance-free celebrity with no plans and making the Obama 'Celebrity' attack is a way to remove the 'McCain has no substance' charge from the Obama playbook.

The Ad is lame and not that effective. There is nothing wrong in being celebrity.

Interesting. They're going all in on the celeb. gambit. It may have some affect, as before, but they're smarmy sarcasm belies their desperation.

The correct repsonse is not to take it seriously(defuse it), one, and two, to hit back with something like -

- Compared to Bush's popularity, I'd be a celbrity if I was running for student council president.

- Looks like the "maverick" lost his spurs.

- You think I'm popular now? Wait til I'm elected!

- I give all the credit to my wife and kids.

etc.

Poor McCain, the truuth is that Barack Obama is "The One" we have been waiting for.

McCain is the Washington insider who married well and has been on the shelf too long. His "sell by" date has expired. He is the "the other one".

If that weren't bad enough, the GOP product line is losing value. They are staying with their Neocon division and trying to beef-up the Religious Right, but their small "c" conservative division has been losing numbers. Yep, GOP, Inc. is in a bear market. It will take more than the new CEO, John McCain, to engineer a turnaround.

Since Obama is a such the celebrity, TPM should change its name to TMZ.

The official site for entertainment news, celebrity gossip, Washington rumors, celebrity video and photo galleries.

I think being disrespectful of Obama's intellect will come back and bite them on the ass in the debates.

They are effectively lowering expectations of Obama as a lightweight, empty suit. When he is up there on the stage with McCain and is shown to be his equal or better, the facade of these attacks will come tumbling down.

It's a stupid short term strategy. Kind of like their short term idiot strategy in Iraq.

Good luck with pretending that professor Obama is a lightweight, especially when your candidate is an intellectually lazy gaffe-machine.

Paris Hilton responds to original celeb ad.

I think it is a pretty decent ad. If McCain wants to call Obama a celebrity then he can because Obama is, but then again so is McCain.

Unlike McCain, Obama is a celebrity with substance. Notice how John McCain's energy plan is morphing right in front of our eyes?

Greg - I love you almost as much as Tena X, but I disagree again.

Celebrity is someone SUPERFICIAL, who cares only about HIMSELF, fame, adoration, popularity.

What this new ad is really asking is this: who does Obama care more about - you, the voter, or himself?

Contrast this with "AMERICA FIRST".

Gitlin, who writes here frequently, wrote a whole book about it. I'm a little shocked that Republicans are using the same thing over and over and over and over and we're still acting surprised every time it happens.

the obama campaign should turn this celebrity as a positive. their spinners should be on it right now. thank mccain first for the concession and then twist it. now that mccain admits obama is a celebrity if obama uses it to his benefit then mccain cant take it back later.

I get that Lalo, and I suspect Greg does - but that underlying message doesn't make it any more effective than it is on the face of it.

Two words: Ronald Reagan.

McCain is just jealous. Acounter ad like this is appropriate:

OPENING VISUAL: Select footage from McCain's ad on "Celeb" and "The One"
VOICEOVER: Ever wonder why instead of telling the American people how he would govern the country if elected President, Senator McCain chose to attack Senator Obama's popularity with the electorate? Us too....Until it became clear.

FADE OLD AND SWITCH NEW VISUAL: Senator McCain's speech showing Green Background
VOICEOVER: Senator McCain could not attract the people to listen to what he has to say.

FADE OLD AND SWITCH NEW VISUAL: President Bush arriving from a trip and waiving to two men who would not give him the time of day (I saw this from Countdown at MSNBC). Show also footage of President Bush embracing Senator McCain. In the screen, show the policies of President Bush that Senator McCain has adopted.
VOICEOVER: But who can blame them? Who would want to listen to the same old policies that have failed the American people.

FADE OLD AND SWITCH NEW VISUAL: Senator OBama's speach in Oregon as well as in Berlin showing thousands of enthusiastic people. In the screen, show the policies of Senator Obama that differ from President Bush and Senator McCain.
VOICEOVER: Senator McCain, jealous much? Enough with the childish and silly ads. Be responsible enough and explain to the electorate why continuing President Bush's policies would be good for the country. Instead of obsessing about Senator Obama and asking if he can lead, why dont you show if you can.

I just don't think it will have much of an effect. It has that "tell me once, it's funny, tell me twice,the conclusion becomes what's so funny about that".
You can read many things into the end result. What stands out to me is McSame is just plain, overwhelmingly jealous!

I watched the new McCain ad with the sound off (boss thinks I'm working).

Without the smarmy voice over or the old white haired dude's droning voice, what you see is a smiling Obama being greeted by many, many excited fans. The old white haired dude is not pictured with many people around him and people do not seem to be real excited.

We live in the American Idol/TMZ world (a disease of the 21st century?) and the general population equates popularity with success. Per McCain's ad, Obama is successful.

And Paris, you SHOULD show up at the debates.

How about a Moveon.org type organization with this ad?

(Montage of photos of Bono, Bill Gates, Angelina Jolie in Africa, etc.) No photo of Obama.

Voice over:

"In a time when people are hungry for change from the failed policies of the past. There are people who gain celebrity status for trying find solutions."

(Montage of McCain with Bush in every second photo, combined with montage of McCain in a movie in every second photo.)

Voice over:

"And then there are the wannabees and hangers on."

It becomes obvious why they are pushing the "Obama is a celebrity" thing so hard; it's to cheapen him, yes, but FURTHER, look at the Pew Poll stuff about Obama fatigue;

Who "hears too much" about a PRESIDENTIAL candidate fer Christ's sake?

On the other hand, who hears too much about Paris Hilton, Britney Spears, Heath Ledger, Brangelina?

McCain's branding is working IF Pew's polling sample isn't skewed.

I guess McCain's ad consultants couldn't come up with anything new, so they just decided to recycle the same half-assed joke. And that's a good metaphor for his policy positions, isn't it?

Why is TPM putting McCain ads at the top of the forum?

Why are you guys promoting McCain stuff?

Let's stick with ATTACKING McCain rather than promoting McCain's attacks.

"Is a celebrity going to help your family?"

Maybe Obama should start making counter-commercials with footage of, oh, Brad Pitt wading waist deep in post-Katrina flood waters to help rescue the people the government left hanging. That's just the first example that comes to mind, but I'm sure there are more. So, yeah, celebrities can be willing, ready, and able to help American families.

But I think the very first comment, from das2003, is wonderfully on-point: who really IS the bigger celebrity here?

McCain is the bigger celebrity, and its all he has. And in response to who would help your family, just what has McCain ever done for American families?

He's done plenty for big oil companies.