PRODUCED BY: Shrum Devine & Donilon and Squier Knapp Dunn
INITIAL LOCATION: Ohio, West Virginia, Wisconsin, Nevada, New Mexico and Pennsylvania
INITIAL MEDIA BUY: N/A
"Shame" is the television version of John Kerry's internet ad "Old Tricks." The ads show John McCain in a 2000 Larry King debate, discussing the fringe veterans group that ran negative ads against him during the race for the 2000 Republican nomination, and Bush's lack of admonishment for the group. "Shame" links Bush's response to the ads critical of McCain to his response to the Swift Boat Veterans for Truth ads that are critical of Kerry. The same day "Shame" ran, Bush asked McCain to help him take legal action against the 527 groups, including the Swift Boat Veterans. A 60-second Web version was released as "Old Tricks."