Ever since Barack Obama declared his candidacy for president, it’s been easy — and great fun — to spotlight when his promises and statements come with “expiration dates.” The list is long: Public financing. Renegotiating NAFTA. His promise to support a filibuster of any bill that includes retroactive immunity for telecommunications companies. His inability to disown Rev. Jeremiah Wright. The release of detainee photos. Denouncing Turkey for genocide.
Flip-flops are nothing new in politics, but every once in a while, a president breaks a promise or an important pledge on such an epic level that it defines him, at least in part: “Read my lips: No new taxes.” “I did not have sexual relations with that woman.” “We did not — repeat — did not trade weapons or anything else for hostages — nor will we.” Even “I will never lie to you.”
Barack Obama’s sudden about-face on taxing employer-provided health insurance deserves to rank among these classics. Not because it’s as laughable as Bill Clinton’s, or as emphatic as George H. W. Bush’s, but because it takes a certain moral venality to casually adopt, as president, a position that was a dominant theme of your argument for why your opponent should not be president.
Barack Obama’s 2008 campaign spent $44 million on 16 different television ads hammering John McCain on this idea, according to research by Evan L. Tracey, founder and president of Campaign Media Analysis Group, a TNS Media Intelligence company.
“This message was a central theme and a significant percentage of the Obama campaign’s advertising in 2008,” Tracey said. His organization estimated last November that Obama’s campaign spent $250 million on television advertising, meaning that about 17 percent of all of Obama’s ads were denouncing McCain for this proposal.
The ads left no wiggle room:
Announcer: John McCain on health care.
John McCain: “I want to give every American a 5,000-dollar refundable tax credit.”
Announcer: Here’s the truth.
Barack Obama: “He says that he’s going to give you a 5,000-dollar tax credit. What he doesn’t tell you is that he is going to tax your employer-based health-care benefits for the first time ever. So what one hand giveth, the other hand taketh away.”
Announcer: John McCain. Instead of fixing health care, he wants to tax it.
Barack Obama: I’m Barack Obama, and I approve this message.
Sometimes the ads keyed the issue to a particular swing state:
Announcer: In Nevada, we work hard, and many of us get health insurance through our jobs. John McCain’s health plan would tax our health benefits as income. Taxing health benefits for the first time ever, meaning higher taxes for us. Under McCain, insurance companies prosper. Nevadans pay. Taxing our health-care benefits. An idea we should send back to Arizona. John McCain doesn’t get Nevada. He doesn’t get us.
Barack Obama: “I’m Barack Obama, and I approve this message.”
Obama won Nevada, 55 percent to 43 percent, a dramatic improvement on John Kerry’s 47.9 percent four years earlier.
The back-and-forth on the proposal in the vice-presidential debate provided the visuals and audio for another ad:
[Text]: McCain’s health plan. What she said.
Sarah Palin: “He’s proposing a 5,000-dollar tax credit for families so that they can get out there, and they can purchase their own health-care coverage.”
[Text]: What she didn’t say.
Joe Biden: “Well, you know how John McCain pays for his 5,000-dollar tax credit? He taxes as income every one of you out there, every one of you listening who has a health-care plan through your employer. Taxing your health-care benefit. I call that the ultimate Bridge to Nowhere.”
[Text]: Taxing health benefits for the first time ever.
Gwen Ifill: “Thank you, Senator.”
[Text]: The McCain health tax. What they can’t explain.
Barack Obama: “I’m Barack Obama, and I approve this message.”
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