I would run a series of ads called “Friends.” Each would begin with rapid cuts of McCain repeating his “My Friends” catchphrase. Then the screen would ominously fade to black, and the voice talent would read “Just who are McCain’s friends, anyway?” The first add would feature of lobbyists in his campaign. The second would feature “people who brought you the Iraq War.” The ads would conclude: “John McCain: his friends… are no friends of ours.” Rinse, lather, repeat.

It wouldn’t be hard to get plenty of clips. This is from one speech:

The strategy of course, is to create a negative association with McCain’s catchphrase… a phrase so ingrained he’ll never be able to abandon it.

I don’t have any advice for the McCain campaign. They’re doing their advertising right.