In this straightforward, positive ad about education, Obama touches on his own modest upbringing, the importance of education in his life, some of his key proposals, including federal support for early childhood education, and a traditionally conservative message urging parents to take responsibility by, among other things, turning off their TV sets. The ad signals the introduction of education as a key issue in the final weeks of the campaign. The ad is also an implicit contrast in style to McCain's attack ads.