The first spot out of the gate from the McCain camp focused on Biden - or Biden's criticism of Obama (mining sound bites from the presidential primary contest).
The first ad from Obama on Palin is more focused on McCain. They didn't have that same luxury of quotes from the primary. Had the pick been Romney, Obama would had some bubblin' crude. Oil that is. Black gold. Texas tea.
It's more like she is referred to in the opening salvo.
They're being careful. "Game changer" is a phrase that's been thrown out repeatedly in the first 24 hours after the selection.
Also we're seeing the two-handed approach at work. The one hand is more of a handshake. Obama and Biden's statement on Palin welcomes her to the contest. It's so cheery, in fact, it's almost like Christmas on Walton's mountain.
"We send our congratulations to Governor Sarah Palin and her family on her designation as the Republican nominee for vice president," the statement reads. "It is yet another encouraging sign that old barriers are falling in our politics. While we obviously have differences over how best to lead this country forward, Governor Palin is an admirable person and will add a compelling new voice to this campaign."
Then we've got the other hand at work. This hand is more like a punch to the head. Obama spokesman Bill Burton on Palin:
"Today, John McCain put the former mayor of a town of 9,000 with zero foreign policy experience a heartbeat away from the presidency," Mr Burton said in a statement. "Governor Palin shares John McCain's commitment to overturning Roe v. Wade, the agenda of Big Oil and continuing George Bush's failed economic policies -- that's not the change we need, it's just more of the same."
Who's the VP?
As for the ad, is the new running mate Sarah Palin or could it be President George W. Bush? Well, you see more of the President. It isn't another head-fake, however. Palin is in fact the runing mate.
The ad (which we would present, but could not find on Obama's site) opens with ominous music.
Hushed announcer: "Well, he's made his choice. But for the rest of us, there's still no change. McCain doesn't get it, calling this broken economy strong. Wants to keep spending $10 billion a month in Iraq."
McCain and Bush walking together (but not holding hands and skipping - which would have been more effective had that footage been available) with the narration: "And votes with George 90 percent of the time."
Cut to Palin with narration: "So while this may be his running mate."
Cut to Bush and McCain (this time hugging): "America knows this is John McCain's agenda. We can't afford four more years of the same."
From the McCain camp - a new spot will be released targeting Obama as one-note band - a good speaker.