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Momma said wonk you out

CAN'T EXPLAIN.

The Obama campaign has released their post-debate ad into the wild, and it chock full of health care.

Oh, SNAP! Sort of. This stuff may be effective, but I'm not a huge fan of treating McCain's health care plan as if it's a simple tax increase. From a campaign perspective, that may well be the right decision. But it's not building a mandate or a public consensus in favor of Obama's plan. This week, however, the campaign finally released an ad meant to do exactly that:

It's not bad. And the framing is smart, if slightly frustrating. Obama is selling his health care plan as an exercise in triangulation. Which, if they were willing to really emphasize that messaging, could actually be a very savvy strategy to differentiate their reform effort from all that came before. We'll have to see if they hold the line. Meanwhile, E-mailers tell me this ad is actually being aired around a fair bit of the country, so it sounds like they're serious about it. Even so, I'm not convinced they've quite found the point of contrast that makes their plan look good, even urgent, while making McCain's plan look insufficient. Rather, they've found points of contrast that make McCain's plan look insufficient, and imply that their plan doesn't require any new money, which isn't true and could cause them problems down the road.



COMMENTS

If it's the ultimate bridge to nowhere, does that mean that Obama and Biden support it? Would they vote for it instead of funding assistance for those hurt by Katrina?

Months ago, I berated Democrats for never attacking on health care, only laying out their own positions. Little did I know we'd soon have a situation in which the Democrat never lays out his own position, preferring instead to spend that time attacking.
So in other words, no matter what they do, you complain. Glad we've got that cleared up.

The second ad ran in Raleigh/Durham/Chapel Hill immediately before the VP debate last night. I liked it a lot. I suspect that the graphic representation of the Obama plan/candidacy as standing between two extremes will be a common refrain in the last weeks of the campaign.

I'm not sure it's triangulation to state the truth of Obama's healthcare plan -- that it's not as liberal as some plans (i.e., Hillary's plan) and not as conservative as others (i.e., McCain's plan). Seems like this was the accepted wisdom during the Democratic primary, so why is it frustrating when Obama says it in an ad in October?

I mean, aside from the fact that you prefer the Clinton plan.

It's a tax increase, all things being equal. But the point is that all things won't be equal. And instead you'll get watered down coverage or be on your own.

My interpretation is that McCain's plan is to inflict pain on people until healthcare costs go down. The plan doesn't really care how that happens, so we're likely to get screwed.

Nice. Dismiss the rest of the civilized world as extremists, whereas obviously we in the United States get everything economically 'just right' in having just enough private negligence to not be seen as socialist.

That's exactly right, benton. Right-wing dickheads think we all drive up costs by going to the doctor just for the hell of it. So they'd like us to stay away from doctors until we're at death's door. Of course, they'll see to it that this never applies to THEM.

Also -

Please make a t-shirt out of your comment at 9:23 on the live blog post and send it Andrew Sullivan and Mark Ambinder. McCain's weaseling about the numbers in their healthcare plan is the weaseliest weaseling of the entire campaign. More so than the sex ed weaseling or the lipstick weaseling, because it pertains to a policy proposal that will screw millions of us.

That add aired on Baltimore broadcast TV, so it must be a big buy. Only thing I've seen outside the Olympics. I think it's brilliant -- definitely Obama's best. Very little flash, and a new spin on the debate. It paints a spectrum with a fairly mild description of socialized medicine on the left and John McCain's position on the right. It's this sort of proactive positioning of his policy that's allowed Obama to dominate the health care debate with McCain and hold his own where Democrats usually suffer on taxes. This is exactly what McCain would be doing on Social Security and womens' issues if he were running a competent campaign, but he isn't.

When Palin said that the McCain plan is "budget neutral," Biden should have pointed out that may be true for the government but not for the family.

I saw the "Two Extremes" ad here in the KC area a while ago. It might be running a lot — I haven't watched much TV lately.

I thought the ad was brilliant because it's positive and it clearly states the Obama plan is NOT what many people think it is.

Most people I've spoken with think Obama is trying to implement Canadian Health Care in the US, and this ad should quiet that fear.

Actually, the first time I saw the ad, I thought it was going to be for McCain because it started with the "Govt run health care is extreme" idea. I remember thinking, "Well, at least it's nice to see a positive ad from him." I was very happy to see it was an Obama ad.

I like the framing, but his plan seems about as generic and vague as Palin's talking points. What does "taking on the insurance company" mean? How is "keeping employer coverage" change we need? Who will "cover preventative care"?

I like Obama's health care plan, but this isn't it. Its a health care plan crafted for a generic Democratic candidate.

Duff-
I had the same initial reaction. I think that makes the impact stronger. And it was odd to see it in Maryland though - who are they trying to convince here? We're in the bag.
-J

I like the "cover pre-existing conditions" part, since most voters are old, and it's hard to get old without acquiring a few of those things, it's going to speak to people who actually go out and vote.

I think the healthcare ad is EXTREMELY effective. I'm all for aggressive policy arguments, but this is a good way to softly introduce the prospect of healthcare reform while the right is to busy trying to salvage an imploding McCain campaign to launch a proper "socialized medicine" scare campaign. Seems to me he's just laying the groundwork for getting stuff done after he's president.

None of the health ads I saw today used Biden's best point, which is that over 20 million people will stand to lose employer-funded health care, and for families who do, they will get only $5,000 to replace a $12,000 benefit.

What's more, the $7,000 shortfall will rise with increasing health costs.

IMHO, these numbers should be imprinted on the brain of every middle-income worker as they go to the polls.

Duff and JohnI -

This ad is running in the DC market, meaning Northern Virginia, where we hope to help turn the Old Dominion blue. It is simple and eye-catching. Since the ad first showed up, I've been asked about Obama's health plan by co-workers and friends who know I am voting for him.

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Ezra Klein is an associate editor at The American Prospect. An archive of his articles for The American Prospect can be found here.

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