I thought it was well done for the initial foray into the public consciousness. It was short, punchy, and direct. They did more than just call Kerry a liar, they also presented their bona fides. The picture of each one of them, then and now, and their rank and medals were powerful images. A few, like Doctor Letson, O'Dell, and Chenoweth, gave some more specifics about what Kerry was lying about. I view this as the opening salvo in a long, nasty war.
The ad took one minute--a good length for a political add and cost effective in terms of buying air time.
good points.
see my answers 365 and 366.
I suppose my main point is that it could have been even more powerful... and it could have minimized the risk of being dismissed out of hand by the lefties if it contained specifics.
Text overlay or directions to a web site with details would have been a time- and cost-effective way of accomplishing this.