In response to you question Brian...
I watch to many movies, but I saw the video and here are my impressions.
Have you ever seen bad of brothers, when the actual veterans talk?
Well if you have not let me explain, the look and the feel of the commercial seem like the documentary sections of band of brothers. When the vets are interviewed in band of brothers, they are will dressed, older (because it is from WW2), have the name and rank in front of them, and it was done like a documentary (don't know if there were pictures in the back ground of band of bothers, but there where in the Kerry add).
The commercial parades a seemly endless list of people who say they knew Kerry and served with him, and that he was a liar. They mention call Kerry a liar in that commercial way to much for my comfort, but they are trying to associate those two words in you mind.
The ad is powerful, true. Powerful enough to swing an extra 5 percent Bush's way? I don't know. Will it convince the vets who where on the fence? I think it will convince some of them. [update: I read this at Spot On update2: I read this on CNN] How many undecided will it convince? It depends on how much air time this gets.