John McCain 2008

"Backbone of Steel"
60-second ad run on New England Sports Network, ESPN and other NH sports programming, announced Dec. 8, 2007.  

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[Music] Curt Schilling:  We are living in a complex and dangerous world that requires a leader who embodies character, judgment and experience.

Male Announcer:  Curt Schilling on John McCain.

Curt Schilling:  John McCain is that man.

John has a backbone of steel.

He's a man of principle who sticks to his guns.

He's been tested like no other politician in America.  As a prisoner of war, he turned down an offer for early release because he refused preferential treatment.

I've seen some tough competitors in my time.  But none tougher than John McCain.  He's a winner.

McCain (voiceover):  I'm John McCain and I approve this message.


Notes. A couple of minor critiques of this ad.  The background behind Schilling is a bit distracting; it looks a bit like bamboo, but is not clear and may cause some viewers to try to figure out what it is rather than focusing on the message.  Also the closing clip of McCain is very undynamic and looks almost like it's in slow motion.