That McCain ad may be nicely done, but I doubt it really persuaded many people.
This is what I would call as the best, effective ad I've ever seen:
http://www.youtube.com/watch?v=hbaP0Jzd6QA Production value supplements the ad it doesn't dominate it. It has the candidate talking directly in the ad(many people feel a personal detachment between them and their incumbents and challengers so talking directly allows people to get to know them personally--very valuable). It creates a narrative. It presents a vision. It makes an argument that people can be swayed by. It's approaching perfection and something tells me that it wasn't a consultant that designed it, but instead Marco's very good personal political instincts that played the largest roll in designing it(also I can tell its a very expensive ad at 2 minutes for a Senate campaign). My guess is that in his blowout election that ad landed him at least an extra 5 net pts(flipping 2.5) and I wouldn't be surprised to find out that it landed him 10 net pts(flipping 5 pts).
Now if your just looking for cool production value that is going to give people a fuzzy feeling and some entertainment value then you can look at this one:
http://www.youtube.com/watch?v=uFQ0OGaoFjQ that I'm sure Dems will hate. But lets be clear its an emotional ad that doesn't move the ball really at all except for a very temporary fuzzy feeling and maybe an "awe cool".
