We must play the race card. Fully. Unapologetically. Ruthlessly. McCain cannot be hurt among black voters, who will never support him anyway. And he can capitalize on bitterness among blue collar and poor whites who never got jack shit from the Feds, but now are getting the shaft. It also doesn't hurt that Obama has surrounded himself with racists his entire career, and has a wife who is a bitter racist and admitted Ivy League affirmative action recipient.
That would leave a mark.