In other message control news, the Democratic National Committee (DNC) released a new ad, titled “A Foundation for Change” framing President Barack Obama’s first 100 days in office.

The ad goes on to highlight his signing into law legislation on the economic stimulus package, the Leadbetter equal pay legislation and the S-Chip funding bill.  The second part of the spot lays out Obama’s future initiatives regarding energy, healthcare and education.

Not surprisingly, the spot declines to highlight anything controversial, including the AIG bonuses and the spending bill, which received no support from House Republicans.

The ad breaks little ground, merely a stock in trade messaging vehicle for the President.  In terms of production and delivery, it’s very straightforward, leaving nothing too memorable.  Quite frankly, a little disappointing from the master messengers we witnessed during the 2008 Election Cycle, who also did some great media work leading up to the inauguration on change.gov.

This one hits hard. A spot titled “Tiny“, was just released by the McCain Campaign in perfect timing before Obama’s big nomination speech.

For decades, foreign policy, military and security issues have been a perceived weakness for national Democrats – an achilles heal, if you will.  Also, national security and dealing with outside threats of terrorism or war have been a largely solidifying issue for religious conservatives and more fiscal libertarian Republicans.

The Cold War under Reagan and Bush’s unmovable determination to root out terrorism kept Republicans together under one issue they can all agree on.  After the Cold War ended Republicans began to splinter.  Social Conservatives and small government Capitalist Libertarians woke up and decided they didn’t have much in common with each other anymore.  

Under Bush 43, Republicans began to unify again in perfect harmony, first for their mutual abhorrence for Bill Clinton, then with their shared belief that, after 9/11, terrorists would not be tolerated abroad under any circumstance.

As the the war in Iraq began to wane in media exposure, as a result of better military leadership and more pressing domestic issues, we began to see grumbling within the GOP by fiscal libertarians, who were outraged by the notion of Republican members of Congress spending like drunk sailors and the perception that social conservatives had more weight within the party.

Now, as John McCain has found his voice, gained momentum, and as he begins to to make his case to the voters of the United States, we are seeing the makings of a foreign policy appeal within the framework of-  ”is Obama ready to lead?” – theme.

McCain can keep Social Conservatives and Fiscal Republicans on board together, against Obama, if they see him as weak on Iran, the next perceived threat to America’s existence.  This will allow McCain to maintain and grow his base, driving up overall Republican support, while also appealing to Independents and soft Democrats that turn to Republican candidates in times of threat and crisis.  

The McCain camp has vigorously, and successfully, set-up the argument within the framework of the ongoing questioning surrounding Obama’s experience and leadership skills through a series of hard-hitting spots and web videos.

Now the McCain campaign releases this spot, titled “Tiny.”  Which takes the message to a new more critical level – effectively striking into the key emotion of fear.