You were collected, cool, knowledgeable, and eloquent in the second debate -- you obviously care, just make it more apparently that YOU feel these issues directly, not just the "the american people." You were almost too cool, we need more direct passion, rather than super-objectivity.

The Obama campaign needs to release a new ad that says:
Barack Obama has spent the last 2 years talking to the American people about the issues. John McCain doesn't want to talk about the issues. He would rather distract the public with issues that don't matter. Next time you see a McCain ad ask yourself "Does this man want me to vote for his stances on issues that matter to me?"

After seeing Obama's two minute ad on the economy, where he explained his ideas and didnt even mention mccain, i think that that is the right approach. The reason most of us support Obama is because we were able to see in him something that not many other politicians have.

ethics + plans + change
from web to t.v./radio
one could take text from http://www.barackobama.com/issues/ethics/
and put it on t.v. and radio.
one could make an ad per aspect.
For instance:

I've been thinking about the most effective way to undermine John McCain. In my eyes, it would be by recognising his strengths and showcasing his flip-flops. But not in a mocking "in your face" way, but more in a manner reminiscent of someone who somewhat rooted for him and became disillusioned. Here's the ad that might be worth airing across the swing states: