2008 General Election Messages v4.0 McCAIN on McCAIN Original Maverick History of Experience Reformer Patriot/Hero McCain on OBAMA Liberal Ideas/Hyper-partisanship Self-absorbed/celebrity sizzle Doesn’t lead, too focused on collaboration Gifted but not tested/Not ready OBAMA on McCAIN Erratic in a crisis Cranky and out-of-touch More of the same/8 yrs is enough; 20+yrs in DC, 134 lobbyists Used to be, sold his soul for this election OBAMA on OBAMA The change we need Its about you, not me Unity/Together we can transcend old divisions Restore America’s standing in the world 2008, Emerald Strategies Inc.

McCAIN on McCAIN

Original Maverick

History of Experience

Reformer

Patriot/Hero

McCain on OBAMA

Liberal Ideas/Hyper-partisanship

Self-absorbed/celebrity sizzle

Doesn’t lead, too focused on collaboration

Gifted but not tested/Not ready

OBAMA on McCAIN

Erratic in a crisis

Cranky and out-of-touch

More of the same/8 yrs is enough; 20+yrs in DC, 134 lobbyists

Used to be, sold his soul for this election

OBAMA on OBAMA

The change we need

Its about you, not me

Unity/Together we can transcend old divisions

Restore America’s standing in the world

2008 General Election Messages v3.0 McCAIN on McCAIN Original Maverick History of Experience Reformer Patriot/Hero McCain on OBAMA Liberal Ideas/Hyper-partisanship Self-absorbed/celebrity sizzle Doesn’t lead, too focused on collaboration Not Ready OBAMA on McCAIN More of the same/lies, flip-flopper Cranky and out-of-touch 20+yrs in DC, 134 lobbyists Used to be, sold his soul for this election OBAMA on OBAMA The change we need Its about you, not me Unity/Together we can transcend old divisions Restore America’s standing in the world 2008, Emerald Strategies Inc.

McCAIN on McCAIN

Original Maverick

History of Experience

Reformer

Patriot/Hero

McCain on OBAMA

Liberal Ideas/Hyper-partisanship

Self-absorbed/celebrity sizzle

Doesn’t lead, too focused on collaboration

Not Ready

OBAMA on McCAIN

More of the same/lies, flip-flopper

Cranky and out-of-touch

20+yrs in DC, 134 lobbyists

Used to be, sold his soul for this election

OBAMA on OBAMA

The change we need

Its about you, not me

Unity/Together we can transcend old divisions

Restore America’s standing in the world

2008 General Election Messages v2.0 McCAIN on McCAIN Patriot/Hero Original Maverick Reformer History of Experience McCain on OBAMA Not Ready Liberal Ideas/Hyper-partisanship Doesn’t lead, too focused on collaboration Self-absorbed/celebrity sizzle OBAMA on McCAIN Used to be, sold his soul for this election More of the same/Liar/flip-flopper 20+yrs in DC, 134 lobbyists Cranky and out-of-touch OBAMA on OBAMA Restore America’s standing in the world The change we need Unity/Together we can transcend old divisions Its about you, not me 2008, Emerald Strategies Inc.

McCAIN on McCAIN

Patriot/Hero

Original Maverick

Reformer

History of Experience

McCain on OBAMA

Not Ready

Liberal Ideas/Hyper-partisanship

Doesn’t lead, too focused on collaboration

Self-absorbed/celebrity sizzle

OBAMA on McCAIN

Used to be, sold his soul for this election

More of the same/Liar/flip-flopper

20+yrs in DC, 134 lobbyists

Cranky and out-of-touch

OBAMA on OBAMA

Restore America’s standing in the world

The change we need

Unity/Together we can transcend old divisions

Its about you, not me

2008 General Election Messages v1.0 McCAIN on McCAIN Patriot Original Maverick Reformer OBAMA on McCAIN Not Ready Old Ideas/Won’t cross party elders Self-absorbed/shallow McCAIN on OBAMA Iraq war has hurt the fight against terrorism More of the same/90% with George Bush Aged and Out of touch/24 yrs in DC, 134 lobbyists OBAMA on OBAMA Restore America’s standing in the world The change we need Unity/Together we can transcend old divisions 2008 Emerald Strategies, Inc.

McCAIN on McCAIN

Patriot

Original Maverick

Reformer

OBAMA on McCAIN

Not Ready

Old Ideas/Won’t cross party elders

Self-absorbed/shallow

McCAIN on OBAMA

Iraq war has hurt the fight against terrorism

More of the same/90% with George Bush

Aged and Out of touch/24 yrs in DC, 134 lobbyists

OBAMA on OBAMA

Restore America’s standing in the world

The change we need

Unity/Together we can transcend old divisions