Commentary Magazine


Where’s the Humor?

One remarkable aspect about John McCain’s political surge is that it has largely been due to advertising that is very light-spirited. The “celebrity” ad that began the turnaround was comic in tone; so too were the two ads that followed it; and now the McCain people have issued a peppy and upbeat ad featuring an attractive former Hillary supporter who is now going to vote for McCain. Where is the light-heartedness in the Obama ads? There’s something oddly reminiscent here of the way in which Obama never, ever smiled during the debates with Hillary or during his speeches. He just doesn’t have a light touch.

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