[img_assist|nid=259|title=U.S. Sen. John Kerry (D-Boston) and U.S. Sen. John McCain (R-Ariz.)|desc=Getty Image|link=none|align=left|width=399|height=271]

While it remains to be seen how effective it will be, presumptive Republican nominee John McCain's campaign has recently developed a new strategy to attack rival Barack Obama: Obama, the McCain camp says, is worldwide celebrity that hasn't done anything to distinguish himself as a leader.

This Republican strategy - raising doubts about the Democrat's character and ability to lead - should be familiar to Massachusetts voters. Republicans used it against Democratic nominee John Kerry in 2004.

When asked about the recent McCain ad that labeled Obama a celebrity in the mold of Paris Hilton and Britney Spears, Kerry (D-Boston) immediately drew similarities between the McCain ad and the attacks he faced in 2004.

"Sen. McCain's new ad is straight out of the Rove playbook," Kerry told PolitickerMA.com, referring to President Bush's political strategist Karl Rove. "Sen. McCain's campaign has decided that they can't win on the issues, so instead they're going to try to destroy their opponent's character."

"I thought it was disgraceful," Kerry added. "Low road."

Kerry said the ad was of a "different type" than the controversial Swift Boat ad that questioned his military service, but "it has the same purpose...the intent is to attack character."

Several local political analysts agreed that the strategy is the same, but said the McCain "celebrity" ad most closely resembles the windsurfing ad run against Kerry in 2004. In that ad, images of Kerry windsurfing on a vacation were used to highlight perceived shifts on issues like supporting the war in Iraq. The ad concludes by stating, "John Kerry, whichever way the wind blows."

"This is very analogous to the windsurfing ad in 2004," said Seth Gitell, a political analyst and author of Gitell.com. "In both cases you have the Republican exploiting the perceived weakness Democrats have in Middle America with blue collar voters. They reinforce the idea that Democratic leaders are elites and not people that ordinary people can relate to."

Daniel Winslow, a local Republican commentator, saw the ad differently. "McCain's Paris Hilton ad is funny and Paris Hilton's McCain ad is even funnier," he said, referring to Paris Hilton's response ad. "There's a difference between humor and mean-spiritedness in political campaigns. Humor works."

Jeff Berry, a political scientist at Tufts University, said he didn't see McCain's ad being as effective as the windsurfing ad turned out to be. But part of the reason for that was the profile Kerry had created for himself.

With Kerry, he said, "I think it might have had some impact. I think Kerry probably created that image himself in his lifetime in politics. He always seemed to be of the moneyed class -- someone who lived in rarefied air. And that is somewhat striking given that he volunteered for Vietnam."

"I don't think the McCain campaign so far has been terribly effective at this," Berry said. "But they are certainly trying."

Berry also pointed out that Democrats aren't blameless in the character war. "Republicans have been more successful in the past, but Democrats can be pretty nasty, as can 527 groups," Berry said, referring to independent expenditure groups whose fundraising is not regulated by the Federal Election Commission. Berry said the recent ad showing McCain hesitating to answer a question about whether health insurance companies should cover birth control since they cover Viagra "was an effort to paint him as old and out of touch." That ad was produced and aired by Planned Parenthood, a women's health care provider.

Kerry, a frequent surrogate for Obama, also responded to the ad by blasting McCain for not fulfilling his vow to run a strictly positive campaign. "It's different from what John McCain said he would do," he said. "John McCain said he would run a decent, high road campaign. Obviously he's flip-flopped on that too."

Asked if he had any advice for Obama as McCain continues to attack (McCain released this ad calling Obama the "biggest celebrity in the world" on Wednesday), Kerry said Obama has the matter under control.

"Barack doesn't need any advice when it comes to fighting back hard to combat any and all smears against his character," Kerry said. "Barack won't let them succeed."