So how do McCain & Co. get into the YouTube game?
But the Republican standard-bearer might get himself a YouTube toehold by taking a page from Mike Huckabee.
The former Arkansas governor reached into his (admittedly shallow) pool of Hollywood supporters and fished out . . . Chuck Norris. The tough guy and the wisecracking pol teamed in an irony-drenched ad. (Huckabee staring earnestly from the screen: "My plan to secure the border? Two words: Chuck Norris.") That one spot was a bigger hit (2 million views) than anything McCain has produced.
For similar results, it may be time for McCain to play his own, less-menacing Hollywood ace: Wilford Brimley.
Yes, it's been years since the portly, walrus-mustachioed actor appeared in "Cocoon." But he's got those Quaker Oats ads and that stolid, old-man cool. And, yes, Brimley supports John McCain.
A few years ago, someone took a TV spot of Brimley hawking a diabetes test kit, set it to a dance groove and dredged up 736,000 viewers.
Now he's got a presidential candidate to sell. How hard can this stuff be?
James Rainey will keep watch on how the media, old and new, cover the election. This is his first On the Media column.