In 1980, Jeff Goodby took a moment from Ronald Reagan's debate performance and turned these words into an iconic advertisement and a cultural referent for political junkies that has lasted three decades:

"Are you better off than you were four years ago? Is it easier for you to go and buy things in the stores than it was four years ago? Is America as respected throughout the world as it was? If you don't think that this course that we've been on for the last four years is what you would like to see us follow for the next four, then I could suggest another choice that you have."

Now, Marc Ambinder is reporting that Goodby, who's since brought the world those ubiquitous "Got Milk?" ads, is bringing "better off" back -- but he's working on the other side of the fence now, using the words of McCain's hero against him.