Exploiting John McCain in a new TV commercial signals a new low for the Bush-Cheney campaign -- and, sadly, McCain himself.
For weeks or longer, the Bush-Cheney campaign planned to upstage John Kerry's announcement of his vice-presidential choice by waving the magical image of John McCain, whose crossover appeal had enticed many Democrats into imagining him on their ticket. They knew the Arizona senator would let them use him.
Their new TV commercial, called "First Choice," feeds off the rumor that McCain decided to back Bush-Cheney rather than accept Kerry's offer as vice president. It's a revealing production: Sen. McCain embraces George W. Bush and endorses the president with rhetorical flourishes -- but there is a strangely passive aspect to his presence in this ad. He stands onstage, never facing the camera and addressing voters directly. It is almost as if he isn't really participating, almost as if he knew that this role demeans him.
Characteristically, McCain tried to soften the ad's impact by insisting that he would never attack Kerry or his new running mate, John Edwards. Through a spokesman he went even further, issuing a statement that said he had never been offered the vice presidency by anyone, clearly contradicting the "First Choice" commercial.
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Watching her husband embrace the president in the new commercial must be distressing to Cindy McCain, whose former dependence on prescription drugs was highlighted in anonymous campaign leaflets the night before the South Carolina primary (before anyone knew that Rush Limbaugh would make addiction fashionable on the far right). According to Newsweek's inside account of the campaign, she began sobbing loudly while watching the returns that sank McCain's campaign. Trying to soothe her, her husband said, "Think of how the Bushes felt two weeks ago in New Hampshire," where Bush had unexpectedly lost the primary. Between sobs, she replied, "We never called his wife a weirdo."
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http://salon.com/opinion/conason/2004/07/08/mccain/index.html