In retrospect, the primary campaigns in both parties were relatively chivalrous. The candidates spent more time and money on positioning themselves as viable nominees rather than de-positioning their rival. But such bonhomie is unlikely to be witnessed during the campaigning for the general election. Expect things to get dirty. How do we know? Consider the week that was:

John McCain’s campaign broke out of the gates early by running a Call Out on Obama’s image as an agent for change. By questioning Obama’s appointment of Jim Johnson, a Washington lobbyist, to his Vice-Presidential search committee, McCain seeded doubt to Obama’s claims that he can disassociate himself from Washington insiders. In highlighting Johnson’s past ties to Countrywide Financial and sweetheart deals Johnson is reported to have received, the McCain camp also ran a Mirror – a very savvy two-part strategy.

McCain’s plays earlier in the week were not lost on Obama, as witnessed by the debut of FightTheSmears.com, a website wholly dedicated to debunking all Obama-related rumors. Obama’s play was a Preempt for the general election. By proactively addressing lingering doubts about his personal life, his history, his family, and his candidacy, Obama is starving the GOP of the opportunity to mold the doubts into its own liking. But the strategy is not without risk. By Recasting the old rumors, Obama may also be validating them. The effectiveness of his strategy will depend on how genuine his Recasts appear and if people use the site on a peer-to-peer level to debunk such accusations.

Into next week, anticipate both candidates to make use of the Condition class of The Playmaker’s Table when addressing each other directly, while leaving plays from the Engage class up to the surrogates. This early in the campaign season, it’s safer to let the surrogates do your dirty work – as witnessed by the Proxy -role served by Carly Fiorina, ex-CEO of HP – in her Fiats that McCain is better suited to shepherd the economy. It appears that the McCain camp is not only using Ms. Fiorina as a Proxy on the economy, but also as a Screen , serving as a high-profile professional woman who may glean the attention of white professional women who are feeling alienated since Hilary suspended her candidacy.

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Posted by: John Koval