Ad Age: "I'm Joe the Plumber"

Article: Ad Age: "I'm Joe the Plumber"

McCain’s latest effort to separate itself from the arugula-eating, latte-sipping culture au Obama, indicates yet another factor that’s leading the campaign to collapse: it’s inability to brand itself. Rather than relying on his own message, he’s using Microsoft’s. McCain’s latest ad is a montage of (mostly white) people saying “I’m Joe the Plumber.” []. Which…