Schmidt continues to hammer it home

[oberliner]

36. The rock-star ad comparing Obama to Britney Spears and Paris Hilton? That was all Schmidt.

In GOP circles, Schmidt's nickname is "The Bullet," both for his gleaming shaved head and the way he relentlessly seeks out his target. (When he can, he lets off steam at the gym by practicing Ultimate Fighting techniques.) His specialty is message control, something McCain, a meandering speaker, has worked to master. Schmidt's signature practice is to pick a simple message and repeat it day after day until it begins to sink in with the public. In Obama's case, it's that he is an empty celebrity who lacks the gravitas to lead. The rock-star ad comparing Obama to Britney Spears and Paris Hilton? That was all Schmidt. "He may be the best pure message consultant I've ever worked with, and I've worked with every big-deal political consultant," says Mark McKinnon, a former McCain adviser. "He can focus like a monk in a hurricane. And while he can whip up a storm of tactics to confuse and distract the opposition, he thinks very strategically." It's not tough to see why the Rove comparison keeps cropping up.

http://www.newsweek.com/steve-schmidt-man-behind-mccain-92215