The McCain campaign tries to stir a "Joe the Plumber" movement with this Web video featuring a montage of voters proclaiming their identification with Joe and their fear that they will be hurt by Obama's tax plans. In this interesting blog entry on Engage, Patrick Ruffini argues that the amateur-produced Web ad is much more effective than the professionally photographed TV ad.

UPDATE: (10/24) Michael Moore, and Republican consultants, respond to "Joe the Plumber" and charges of socialism, on Larry King.