I think to be most effective we have to leave politics out of it. Remember, our goal isn't to smack dems in the face (not that they don't need it), it's to reach the wobbly middle...some of who are dems. So let's not strangle the ability of the message to make an impact by attacking the target or looking nasty.
It should look like some average guy or girl in Peoria has put the BS on their car.