It's a goofy ad. If you haven't been following the Ribbongate story then you don't understand why Kerry is changing his story in this ad, it sounds like he's repeating the same thing over and over. And swing voters don't follow Ribbongate.
The only line in the ad that's even slightly effective is hearing Kerry say he renounced his country's symbols and he's proud of it. I don't think it stands out amidst the clutter.