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I don't think its ever happened before--a candidate actually succeeds in making the attack ad reflect more on the other guy than himself. How did it happen?
I think the bottom line is this: the SBVT lied about something as sacred as the sacrifice of a military volunteer, and in so many concrete particulars, that we finally had a negative ad that was both scandalous in its audacity and clearly proven as a lie.
This was a new low in smears, and a new high in catching it.
One adds to that the clear refusal of the Bush campaign and republican defenders to state that it was wrong to make the ads. The moral obtuseness of the Bushies is evident: they simply don't understand why they should stand up for truth as truth or accept the benefit of lies about a military career. (My fave was Tucker Carlson: asked why Bush did not denounce the ads, he said "because they are anti-Kerry", as if the asker was an idiot. He didn't realize the implied question of why the president would not criticize an outright lie, since that sort of integrity would not have occurred to him anymore than it occurred to Bush)
Tie this episode into what I see as the M.O. of the Bush admin on every policy: tell half truths, or let the right wing media lie for you, and then deny that the admin actually told the lie itself, or that it never precisely said what you THOUGHT it was saying. EG, 60% of Americans thought that Saddam collaborated in 9/11. Many think WMD has been found in Iraq. The errors on the effect of the tax cuts. The SOU speech that was dismissed as 16 words. The denial that THEY ever used the words "imminent threat." In each circumstance, the Bushies always have an excuse as to why it wasn't THEIR statements that gave everyone the wrong impression.
So Kerry is actually tapping into a theme: that this admin believes that the truth is its enemy and deception is its friend, and that it believes that telling half truths or omitting facts for the purpose of misleading the public is okay as long as it doesn't tell an out and out lie, and when that isn't possible, it can always call a right wing talking head to have him lie for it. And you can't trust a president who does this sort of thing.
And it is the thematic treatment that is really going to skewer Bush. Because its really, really bad, and its true, the latter being the element the SBVT lacked. That's what makes an attack really stick.
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