• A recent McCain ad compared Obama's celebrity with that of Paris Hilton and Britney Spears. This tactic could backfire and bring in the sizable Shallow-American Vote for Obama.

• And this from ditzyshallowamericans.com: "We were, like, offended, OK? Everybody should, like, understand that when Shallow Americans saw that ad, we were all, like — don't they know that we, like, vote?"

• Compare Obama with Britney Spears and you invite comparisons of John McCain with Grandma Moses.

• Anything to avoid the issues. Speaking of shallow, perhaps if cable news hired Hilton and Spears, their shows would have more gravitas.

— By Mark Russell, Tribune Media Services