Third-Party Groups Unleash Barrage of New Ads
MoveOn.org criticizes John McCain in its latest ad, shown here, for opposing a troop withdrawal timetable in Iraq. (YouTube/MoveOn.org)
Independent groups are unleashing a barrage of new ads as the presidential campaign enters the summer season after a period of relative silence in the general election.
The latest round of ads takes the candidates to task for their positions on issues ranging from the Iraq war to birth control.
The organizations’ representatives say they are still in the early stages of testing the impact of the ad buys — but they are prepared to spend millions and are carefully targeting battleground states, hoping to make a dent in public opinion that lasts through Election Day.
Planned Parenthood, which has endorsed Barack Obama, launched its first TV ad of the general election Wednesday in six potential swing states.
The ad mocked John McCain for the trouble he had last week answering a question about whether he thinks it’s unfair that health insurance companies cover Viagra but not birth control.
The ad shows McCain saying, after a long pause, that he doesn’t know enough to give an “informed” response.
“Ever use birth control? Then you’ll want to hear this,” the narrator in the ad says.
Tait Sye, spokesman for Planned Parenthood, said the ad is targeting women as part of the group’s $10 million effort to bring 100 million women to the polls in November — for a pro-choice candidate, Obama.
The ad falls under the Planned Parenthood Action Fund’s “kNOw McCain” campaign, which according to the group is intended to educate voters about McCain’s “anti-choice and anti-women’s health care record.”
It is airing on Bravo’s “Project Runway” and Lifetime’s “Army Wives” in Colorado, Iowa, Minnesota, New Mexico, Ohio, Wisconsin and Washington, D.C., as well as on “The Oprah Winfrey Show” in select markets.
Sye would not release the price tag, calling it “cost effective” — but said based on the response the group will determine whether to boost the ad effort.
MoveOn.org, which just launched a new ad blasting McCain for opposing a troop withdrawal timetable in Iraq, has already started to gauge the impact its ads are having.
A spokesman for the anti-war group said it did market testing for an ad that aired last month also criticizing McCain for his war stance. It featured an actress who, holding an infant named Alex, addressed McCain and said, “when you say you would stay in Iraq for 100 years, were you counting on Alex? Because if you were, you can’t have him.”
The ad aired nationally on select cable networks and locally in Ohio, Michigan and Wisconsin, at a cost of $500,000.
“What (our polling firm) saw is that the ad was extremely effective in consolidating women voters against McCain and for Obama,” the spokesman said.
MoveOn.org is preparing to spend up to $40 million in the general election, most of which would be spent on ads.
The latest ad, which the group calls a “rapid response” piece,” is just airing for a few days at a cost of about $100,000, on national cable.
The AFL-CIO also launched an ad last week that features a Vietnam veteran criticizing McCain’s stance on the war in Iraq and veterans issues. The ad was set to air for three weeks in Michigan, Minnesota, Ohio, Pennsylvania, Virginia and Wisconsin. Union officials did not disclose the amount spent, but said it was a “significant targeted buy.”
On the other side, groups are beginning to shell out millions to criticize Obama.
Vets for Freedom, a 25,000-member group of Iraq and Afghanistan veterans, released its second TV ad in what is expected to be a four-month campaign to rally support for the current strategy in Iraq.
The group has not endorsed either presidential candidate, but considers McCain an ally and criticizes Obama directly in its latest ad. The ad targets Obama, Sen. Chuck Hagel and Sen. Harry Reid for speaking out against the troop surge.
“While they argued, we continued to fight … the surge worked,” veterans say in the ad.
“The intent of all of these ads is to … sway the American people about the success of the war,” Chairman Pete Hegseth told FOXNews.com, adding that he also wants to sway lawmakers. “We can either stand by and allow MoveOn and other groups to say the war’s been a failure” or respond.
Though the group claims it is not trying to influence the presidential election, the ad buy targets key battlegrounds: Ohio, Michigan, Pennsylvania, New Mexico and Virginia.
The latest round is part of a $1.5 million ad buy. The first ad was released last week — both ads are running for about a week each.
Hegseth said the group is currently doing internal polling to test the impact of the ads, and that Vets for Freedom is prepared to spend “exponentially more” in the coming months.
The group is moving beyond the use of Web ads, but Hegseth said members were very pleased with the response to a pair of Web videos the group released in May prodding Obama for not having visited Iraq since January 2006.
Obama has since planned a trip to Iraq and Afghanistan, and Hegseth said his group can claim partial responsibility for that.
“We were very pleased that we were able to drive the presidential debate for a week in May based on two ads that were produced for $8,000,” Hegseth said.
Meanwhile, the first TV ad from an independent arm of the Republican National Committee just finished its run Tuesday after two weeks on the air.
The $3 million buy went up in Michigan, Ohio, Pennsylvania and Wisconsin, and accused Obama of following Democrats in refusing to allow more gas production at home.
McCain is “pushing his own party to face climate change,” says the announcer. “Barack Obama: Just the party line.”
The group is allowed to spend limitless funds during the campaign season, so long as the ads are not made in conjunction with the McCain campaign.
Brad Todd, a partner with On Message Inc., which is taking care of advertising for the independent arm of the RNC, would not disclose the budget for future buys.
The Associated Press contributed to this report.




