July 9 - Both John McCain and Barack Obama have begun releasing general election television advertisements. As Andrew Stelzer reports, both candidates are trying to re-define themselves in relationship to each other, their parties, and the public perceptions that have built up through the primary season.

In McCains first post-primary season TV ad, the presumed republican presidential nominee stated that he "hates war", and detailed his experience as a POW in Vietnam to show that he knows how horrible war is. McCains newest ad focuses on energy security, saying that the Senator plans to lower gas prices and US dependence on foreign oil. The energy theme is echoed in a web-only ad by the McCain campaign, which claims Obama says 'no' to energy innovation.

One of Obamas 2 new ads stresses his working class credentials—working his way through college and law school, and fighting for workers rights. His newer ad focuses on the biographical basics that his campaign worries are in doubt among some swing voters—his background and loyalty to so-called 'American values'.

"I was raised by a single mom and my grandparents. We didn't have much money, but they taught me values straight from the Kansas heartland where they grew up. Accountability and self-reliance. Love of country. Working hard without making excuses. Treating your neighbor as you'd like to be treated. ….

I approved this message because I'll never forget those values, and if I have the honor of taking the oath of office as President, it will be with a deep and abiding faith in the country I love."

Obama is running the ads in swing states and those seen as likely to vote Republican. Focusing on another swing state, John McCain is airing Spanish language ads, on radio Mambi, a well known high wattage radio station in South Florida, that can also be heard in Cuba. The ad features the voice of Martin Perez, a former political prisoner in Cuba, talking about how McCain sees new Cuban President Raul Castro as no different than his brother Fidel.

"While some support a dialogue with Raul Castro, John McCain believes we should support the courageous men and women who continue to stand up for freedom in Cuba.

Rather than resume relations with Raul Castro, John McCain wants first and foremost for all political prisoners to be released.

As someone who has survived the harsh conditions of the Vietnamese prisons, John McCain knows that freedom in Cuba won't be achieved with concessions to dictatorships."

Congressional election ads are also appearing more and more, and the candidates are making calculations of how to align or distance themselves from their party's presidential candidate. In Oregon, a swing state where Obama has polled well, Republican Senator Gordon Smith, fighting for re-election this fall, has released an ad promoting his similarities with the Democrat Obama as a selling point.

Who says Gordon Smith helped lead the fight for better gas mileage and a cleaner environment? Barack Obama. He joined with Gordon and broke through a 20-year deadlock to pass new laws which increased gas mileage for automobiles…

Gordon Smith: I'm Gordon Smith and I approve working together across party lines. And this ad.

The Obama campaign responded to the ad with a statement that although Obama is proud of his bi-partisianship, this fall he is supporting Smiths democratic challenger, Jeff Merkley.

Interview: Robert Creamer, Democratic Strategist and author

As Barack Obama is targeting traditionally Republican states, Robert Creamer, Democratic Strategist and Author of Stand Up: How Progressives Can Win says it's a plausible strategy.