Senator John McCain is on a roll.

First there was the claim that Obama didn't recognize the success of "the surge." And there was the charge that Obama didn't want to spend time with the troops if it couldn't be a photo opportunity, a claim later refuted as false.

Then there was the Hilton-Spears ad that exploits the tabloid fame of these two young women and their personal troubles.

Obama was getting a little too sure of himself, behaving as if he was already president.

Now McCain's campaign manager says that Obama played the race card after comments he made during speeches earlier this week, particularly when he accused McCain of trying to frighten voters.

McCain is trying to frighten voters.

He is using the same tactics Karl Rove used against Senator John Kerry in 2004.

Define a new image for the opponent by attacks that turn strengths into weaknesses.

In Kerry's case - was he really a war hero?

In Obama's case - is he too confident?

Rove used a second tactic that was just as damaging to Kerry. The Bush campaign spoke in consistent, simple messages. And they stayed on script.

Obama is talking in terms of comprehensive energy policies. McCain wants to "drill for oil." There's a difference.

The public has a harder time understanding big, broad issues.

As long as gas remains above $4 a gallon, the public will respond to action. (Polls show the majority of the public has already re-evaluated offshore drilling and Democrats could be on the wrong side of the issue.)

This is how Kerry lost: defensively trying to redefine himself and where he stood on the issues.

Obama's comments were about race, but they were more self-effacing than accusatory.

At the end of the day - it's true. Obama is different.

Republicans know that they have everything to gain if Obama offends white males.

Framing this latest round as one between the young, up and coming African-American male and the older, white patriarch is trite, but someone, maybe Rove himself, thinks it can help McCain win the White House.