Tim Reid in Washington
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Barack Obama was accused yesterday of exploiting the issue of race as his White House battle against John McCain turned into an exchange of televised attacks in which he was portrayed as a vapid celebrity.
Mr Obama, seeking to become America’s first black president, was fighting back against a new attack advertisement by his Republican rival suggesting that the Democrat was a vapid celebrity comparable to Britney Spears and Paris Hilton.
The advertisement, aired in 11 battleground states, reflects the belief inside the McCain campaign that they have finally found an effective line of attack against Mr Obama — that he is an arrogant, out-of-touch elitist who is more interested in public adulation than the concerns of voters.
The advertisement opens with images of Mr Obama speaking to a crowd of 200,000 in Berlin last week, interspersed with footage of Spears and Hilton, widely considered two of America’s most vacuous and selfobsessed public figures. An announcer intones: “He’s the biggest celebrity in the world. But is he ready to lead?”
In a memo after the commercial, Rick Davis, Mr McCain’s campaign manager, went after Mr Obama’s dietary fastidiousness, writing: “Only celebrities like Barack Obama . . . demand bottles of an organic brew — Black Forest Berry Honest Tea”.
Mr Obama immediately hit back. Speaking yesterday at a rally in Iowa, Mr Obama said: “I do have to ask my opponent — is that the best you can come up with? Is that what is worthy of the American people?” Mr McCain insisted last night that he was proud of the commercial.
Earlier Mr Obama told a crowd in Missouri that Mr McCain and the Republicans were trying to scare voters by saying: “You know, he’s not patriotic enough, he’s got a funny name, you know, he doesn’t look like all those other presidents on the dollar bills.” Referring to the dollar bills remark, Mr Davis, in a statement from Mr McCain’s Virginia headquarters, said: “Barack Obama has played the race card, and he played it from the bottom of the deck. It’s divisive, negative, shameful and wrong.”
The Obama team used sensitivities over race to great effect during his primary battle against Hillary Clinton. Robert Gibbs, his chief spokesman, flatly denied the charge.
Mr McCain’s celebrity advertisement uses a tactic pulled straight from the political handbook of Karl Rove, the architect of President Bush’s two White House victories. He was a master of defining an opponent negatively, early, and of turning their strengths against them.
It is no coincidence that Mr McCain’s new chief strategist is Steve Schmidt, a Rove protégé, who headed the Bush re-election war room in 2004 and masterminded the attacks against John Kerry which painted him as an effete flip-flopper. He is now seeking to portray Mr Obama as presumptuous and hubristic. It comes as new polls show Mr Obama and Mr McCain in a statistical tie in Ohio and Florida, two critical battleground states.
Republican strategists were divided over the tactic, amid a new survey showing that a third of Mr McCain’s advertisements are negative. Within hours the Obama campaign had released its own response, entitled Low Road, accusing Mr McCain, 71, of playing the “politics of the past” and “old politics” — a none too subtle reference to his age.
Many Republicans fear that Mr McCain will alienate swing voters and independents, who will probably decide the election, by coming across as cranky and mean-spirited. John Weaver, a former McCain aide, said that the advertisement was childish. He added: “He can inspire the country to greatness. This tomfoolery needs to stop.” Yet going negative on an opponent has often worked, as Mr Kerry will attest. Michael Dukakis saw a 17-point lead evaporate in 1988 by being defined as a chinless, softon-crime liberal by Lee Atwater, one of the first President Bush’s strategists.
There are also signs that the attacks are gaining traction. Frank Luntz, a Republican pollster, said: “Obama has to be careful. Americans punish hubris — ask President Hillary Clinton.”
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McCain's use of sensationalism and fear mongering in his campaign make me concerned about how he would try to motivate the people while if elected. This is not the kind of leadership we need. We need a leader that will argue with facts rather than playing to emotions.
Matthew Hakes, New Richmond, Ohio, United States
American politics is all so silly. After this huge reputation destroying exercise they go on to elect cheats, football players, peanut farmers, actors, oil drillers, philanderers and son of oil driller as Presidents. USA you need a President not a show pony. Obama No, McCain No - Clinton Maybe
Lloyd, London,
Does America want to step forward or retrench? No need to assign the names it is obvious who represents which.
Robert, London, England
The new negative and "swift boat" type of ad reflects the change in McCain Campaign management to the hiring of three disciples of Karl Rove. The new negative and false fact campaign is not designed to provide information to voters , but to appeal to their prejudices and lack of information.
Gunther Steinberg, Portola Valley CA, USA
Regarding the dollar bill comment by Senator Obama, perhaps your readership would be interested in viewing this Senator McCain campaign video on YouTube posted June 27th.
This election, IMHO, is too important to allow the same Rovian Playbook to succeed.
Dari, Washington, DC, USA
mr mccain, who loved bush's style of running the states. (at least thats what his website said when his campaign began) he has changed that, since bush's ratings are in the toilet.i don't want a man that will change his thoughts on issues just to get elected or that preaches hes better at war.
deborrah, melbourne, USA
It has been said that the US Election is too important to the rest of the world to be left to Americans. Had I a vote I would give it to John McCain as I have faith in his character, skills and experience. I do not trust Obama and he seems much more arrogant even than GWB.
Garth Wiseman, london, england
" that he is an arrogant, out-of-touch elitist who is more interested in public adulation than the concerns of voters."
Welcome to the mainstream.
Jez W, Leeds,
Of course Obama will use the race card, and of course McCain will be wrong footed by it. Obama is just another politician on the make - another pretty boy with a good turn of phrase, just like Tony Blair, and, like Blair, devoid of any policy in which he truly believes.
Stephen Rothbart, Prague, Czech Republic
America has a history of electing hopeless leaders who can't remember anything beyond their name and that only after 11.00am. Is it not time to change?
David, Athens, Greece
If Americans are going to elect the "Leader of the Free World" for us, shouldn't they elect someone who can find the Canada on a map? Shouldn't they elect someone who knows Iran borders neither Syria nor Israel? Someone who knows Shia, from Sunni and Sunni-Wahhabi?
Keith S, Winnipeg, Canada
I live 60 miles north of the US border. The US media is failing to cover McCain's failing memory. I suppose they fear age discrimination, but it would be a tragedy (maybe treason) if their concealment caused US voters to innocently elect a man with early Alzheimers. Voters need to know the truth.
Keith S, Winnipeg, Canada
Please take our Prime Minister Gordon Brown as Obama's running mate, No Please?
sean, bedford, beds
During 3 separate speeches Obama brings up race. He did the same thing against Clinton. McCain has not only steered clear of race, but has reprimanded others for negative remarks.
NOW - Obama supporters attack McCain when your man is using race like he did vs Clinton - brillant.
Hotspur, ATL, USA
All this time I have been thinking that the McCain campaign are sleepwalking through to this election! I am not voting for either candidate, would prefer Bloomberg of NY city, however McCain just made it far more interesting. Wake up folks!! Obama plays the race card every chance he gets.
Josie, Seattle, USA
An ad brought to us by the same people who sold us the phoney WMD story about Iraq. As President Bush said so well, "Fool me once, shame on you. Fool me twice.......won't get fooled again."
Ray Mercier, Hillsboro, NH, USA
It's both hilarious and ironic that with all the obese Americans, and all the junk we eat, that the McCain campaign thinks Obama's healthy diet and exercise, not to mention drinking organic iced tea, is elitist. Hell, I drink that same iced tea myself. Talk about about of touch.
Ken, Portland, oregon
It's obvious that Sen McCain's campaign is focusing on winning the presidency by fabricating all the dirt they can on Sen Obama. Anyone who wants to, can see that McCain is not competent to be a President. Americans want truth. He has no integrity to tell the truth and his entire campaign is a lie.
Dennis, Bedford, USA
I think McCain is personally better than this and is not a little ashamed that he has to work with the crass Republican smear machine - it is no wonder he is such an awkward campaigner.
GabrielCase, Lisburn,
I don't believe Obama has an energy program. Telling automakers to fix it by making tiny vehicles is not an energy program. In the same way, raising taxes is not an economic plan and surrender is not foreign policy. Obama's sking pigmintation doesn't bother me at all. It's the policies, stupid!
Larry, Atlanta, US
Obama used race sensitivities over race to defeat Hillary Clinton?
Where is the basis for this comment? This is completely false
Coque, Orlando, FL, USA
McCain must be desperate perhaps because he has nothing to offer other than the same old American fear-driven jingoism (a word that probably is not in the vocabulary of most Americans). The real joke is how Americans chose their presidents. No wonder their ountry is in such a mess.
Carlos Homa , Edmonton, Canada
It's time to focus on issues. When can the country finally get a republican leader who is capable of winning based his (or her) leadership skills, rather than ability to lower the discussion into the sewers.
It is amusing to watch Obama swat the McCain fly that buzzes around Obama.
Obama wins.
Mike, Cincinnati, USA
I'm not sure how Obama is playing the race card by pointing out that he's black, or that his name's different, or that he looks different. I haven't heard him race-baiting McCain, i.e. calling him whitey or honky; or inferring that McCain's automatically privileged or a supremacist.
Brian, San Francisco, USA
I think the new McCain ad is really funny actually. I think that the McCain people really did find the right way to attack Obama and it isn't pretty.
I don't like either of these candidates, and it would seem to me the the US could do better. I would have loved to see Bloomberg as the president.
Lynnzy, New york, USA
America is a polarized nation, seemingly intentionally divided by political pragmatists who appeal to an insular people's fears and meanest feelings. Ever since Machiavelli pragmatism has trumped virtue. I hope Obama wins this election in the hope that something more inspiring than sleaze prevails.
Mike Robinson, Victoria, Canada